Dunkin' Donuts is reaching out to young consumers by partnering with Spotify to distribute music and other content from a Dunkin'-branded live concert series across Spotify's platforms and numerous other social media channels.
The DD Summer Soundtrack campaign, created to promote Dunkin's iced coffee, includes "pop-up" concerts in five cities, starting with one on July 21 in Philadelphia featuring Marian Hill. Concerts featuring other, yet-to-be-announced, emerging artists will be held in Miami, Chicago, New York and Boston.
exclusive content from each of the shows — including videos, custom playlists and photos — will be available at
www.DDSummerSoundtrack.com. Dunkin' and Spotify will also promote and distribute it through Spotify's media assets and across Twitter, Vine, Instagram, YouTube, Facebook, and Snapchat, using targeted native ads.
The concerts will also be live-streamed on Periscope. A branded DD app will live on connected TVs and allow users to view the content on demand.
In addition, hip-hop artist Christylez Bacon will use Dunkin' iced coffee cups to create percussion-based original music, also being distributed through Spotify and other social and digital channels.
Scott Hudler, VP of global consumer engagement at Dunkin' Brands, said that Spotify's rich data, as well as its "passionate user base" and relationships with quality emerging artists, made it the ideal platform for Dunkin's broadest social media campaign to date. Dunkin' has done previous, less extensive campaigns with Spotify.
The campaign was developed and implemented by Hill Holliday's media agency, Trilia. Hill Holliday and Trilia are Dunkin' Donuts' national creative agency and media agency of record.
In May, Dunkin' competitor Starbucks announced a multi-year program in which, starting this fall, Starbucks' counter staff will "DJ" the Spotify music selections played in the cafes, and customers will be able to access exclusive playlists and play their own favorite tracks in the stores. That partnership is also designed to promote Starbucks' rewards program.