Dunkin' MIB3 Capture
- Brand
- Dunkin' Donuts
- Year
- 2012
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Action
- Platform
- App
- Agency
- Hill Holliday
- With
- Tool
Objective
Dunkin' Donuts served as the exclusive quick-service restaurant partner for the theatrical release of Men In Black 3 (May 25, 2012). The campaign aimed to leverage the film's cultural moment to drive brand engagement and foot traffic through an integrated marketing initiative spanning television, radio, digital, retail, and social channels.
Solution
Dunkin' launched a free mobile app called 'Dunkin' MIB3 Capture' (available May 7–June 30, 2012 on iOS and Android) featuring an interactive alien character named Spikey Bulba. Players captured the alien and engaged through multiple gameplay modes: feeding him Dunkin' products (coffee, donuts) to unlock features, playing mini-games such as tic-tac-toe and laser combat, and using Foursquare check-ins at Dunkin' locations to earn virtual items. The app integrated social sharing (Facebook, Twitter, Email) and location services. Complementing the app, the campaign included TV/radio spots, online advertising, in-store materials, and a Twitter-based sweepstakes ('Black FriDDay') offering Dunkin' cards and MIB3 prizes for trivia participation.
Results
The app won the FWA Mobile of the Day award on June 28, 2012. No publicly available data on download volume, user engagement metrics, or sales impact were found.
