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Dunkin', Spotify Team To Offer Branded Concert Music
- by Karlene Lukovitz @KLmarketdaily, July 21, 2015
Dunkin' Donuts is reaching out to young c
onsumers 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.
Custom and
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.
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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.
Karlene,
I really enjoyed reading your article and found it really fascinating to see Dunkin Donuts working together with Spotfiy on this Summer Soundtrack campaign. I have gone to similar events in Chicago presented by Red Bull and other big name companies, that were highly successful in connecting music fans with a day full of great live music.
As an avid concert goer myself, I always have a special interest in watching young artists perform. They seem to always be working the hardest and it always a great feeling to discover new music and watch as they evolve into superstars down the line. At the same time, these events are great in meeting other enthusiastic music lovers.
I think this campaign is a great platform to help young musicians reach their potential and gain recognizition, as they receive exposure in these large cities. I think with the large population in the cities selected, there will be a large turnout at these events. The fact that they will be streaming the concerts live, will give the artists even more international exposure, as well as promoting both Spotify and Dunkin Donuts.
I also am pleased to see how well Trilia helped to market this campaign through almost every major social media network and through Spotify, which should generate a large amount of interest in the events. I am confident that this campaign will be very successful and continue to be in the future.