Dunkin’ Donuts hopes to score in-store traffic and boost sales with an instant-win game that gets some promotional support from two Major League Baseball pitchers.
Customers who buy a cold beverage, including Iced Coffee, Iced Tea, or Smoothies, will receive a peel-away sticker on the cup revealing a code in the “Bases Loaded” game. Visitors to www.dunkindonuts.com/basesloaded enter their e-mail address and code to play. Players can face off against star pitcher Jonathan Papelbon of the Boston Red Sox or Joba Chamberlain of the New York Yankees to see if they can hit a ball out of the park in an online game. If successful, people can win various prizes, including Sharp High Definition LCD TVs, Xbox360 video game systems, games from 2K Sports, or tickets to local baseball games in participating markets.
In addition to the game, players can use their codes to download other content in the Bases Loaded Locker Room, including virtual bobbleheads, video trading cards, player ring tones and interactive games. Dunkin’ Donuts is also handing out coupons for free items from its Oven Toasted menu, including flatbread sandwiches and personal pizzas. The promotion runs through Sept. 30.
Dunkin’ Donuts is using the promotion to talk up its cold beverages in the summer months. Its iced coffee item is the second top-selling drink next to the coffee. The firm sold more than 190 million servings of iced coffee in 2007. The chain is also pushing is sweetened or unsweetened iced tea, available in Original, Raspberry and Peach flavors.
The instant-win game is being promoted through TV and radio spots and on its Web site and on the game microsite. Fenway Sports Group and Ryan Partnership are handling the effort, while ePrize is in charge of the Web site.
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