Dunkin’ Donuts is looking to score brand identity points with NFL fans in the northeast through merchandising and other promotions tied to teams in New York, Philadelphia and New England.
In New York, Dunkin’ Donuts will drive the campaign with co-branded New York Giants and Jets cups and a co-branded Box o’ Joe. Late in the season, fans who buy Giants and Jets branded gift cards will be able to go online and register for a chance to win prizes yet to be determined.
“We wanted to do something that went beyond signage in the stadium,” said Missy Maio field marketing manager for Dunkin’ Donuts’ New York region.
This is the second year that Dunkin’ Donuts is running a promotion with the Giants and Jets. Last year, it ran a scratch and win contest co-branded with the two teams in its 1,300 New York metro area stores.
As the new official coffee, donut and breakfast sandwich provider of the Philadelphia Eagles, Dunkin’ Donuts hopes to drive fans to its 450 stores in the Greater Philadelphia area similar merchandising, including a commemorative 75th anniversary Eagles cup and an Eagles-branded “Box o’ Jo”.
In-store merchandise is expected to be available in New York and Philadelphia by Aug. 20.
Pep rallies featuring the Eagles cheerleaders and pep bands are also being planned for select Dunkin’ Donuts locations around Philadelphia.
Dunkin’ Donuts is also teaming with the Philadelphia Eagles on co-sponsorship a search for the 75 Greatest Living Philadelphians, playing off the team’s 75th anniversary.
Eagles fans are being encouraged to nominate an individual who has contributed to the improvement of the Philadelphia community through community service efforts.
Nominations were opened on the Eagles site on July 30 and will remain open through Aug. 30 at PhiladelphiaEagles.com.
“We really thought it was a way through our association with the Eagles to help get the Dunkin’ name out there in the community as a good corporate citizen, and to highlight people in the community,” said Jacqueline Keown, Dunkin’ Donuts Central Atlantic marketing manager.
Winners of the 75 Greatest Living Philadelphians polling will be notified in September and subsequently honored in a ceremony at the Eagles’ Lincoln Financial Field in October.
Dunkin’ Donuts is also conducting a co-branding campaign with the New England Patriots.
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