MIB3 Capture
- Brand
- Dunkin' Donuts
- Year
- 2012
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Mini-Games
- Platform
- App
- Agency
- Hill Holliday
- With
- Tool
Objective
Dunkin' Donuts was the exclusive quick-service partner on the release of "Men in Black 3," building a fully integrated push around the film that spanned TV, radio, in-store POS, digital, and social. The app's job was to carry that story off the TV screen and into people's phones, using the film's alien mascot to keep busy, on-the-go customers engaged — and, through location and check-in features, turn that engagement into an actual trip to a Dunkin' counter.
Solution
Players catch Spikey Bulba, the film's alien, and from then on he lives on their phone screen — shuffling around, squeaking, and reacting when tapped or shaken. Feeding him virtual iced coffee and Dunkin' donuts levels him up and unlocks new tricks and mini-games, including a game of tic-tac-toe and a laser-deflecting challenge when he tries to make a break for it; there's also a button that makes him sneeze and a bio screen with his backstory. From there, players can look up the nearest Dunkin' location, check in on Foursquare, or share Spikey with friends on social media. Getting in didn't require a store visit either — texting "mib3" to 386546 sent back a download link straight away.
- 1
The player downloads the free Dunkin' MIB3 Capture app for iOS or Android, or requests a download link by texting "mib3" to a short code.
- 2
The premise flips the film's setup: instead of aliens abducting people, the player captures the alien Spikey Bulba from Men in Black 3 and keeps him inside the phone.
- 3
The home screen shows a fully animated Spikey who shuffles around and squeaks in response to touch.
- 4
The player feeds Spikey virtual Dunkin' iced coffee and donuts, which levels him up and unlocks further animations and reactions, including spinning, dancing, laughing, responding to tickling, and a sneeze effect rendered in red.
- 5
Two mini-games round out the toy: a tic-tac-toe match against Spikey, and a reflex game where the player deflects laser beams to stop him from escaping.
- 6
A bio section gives Spikey's dossier, including his height of 1'1" and the detail that his species is considered a delicacy by other alien races.
- 7
A built-in locator helps the player find the nearest Dunkin' Donuts.
- 8
At the restaurant, the player checks in to Dunkin' via Foursquare inside the app to earn points and virtual items for Spikey.
- 9
The player shares moments with Spikey to social media through built-in sharing tools.
