Dunkin’ Donuts on Sunday broke the first of several summer promotions with MTV.
Through an instant-win game dubbed Route to Cool, one grand-prize winner and 10 friends score tickets and meet-and-greets to three summer concerts, including Michelle Branch and the All American Rejects. The campaign runs through July 15; the winner will be announced in August.
To play, consumers plug in codes found on Iced Coffee and Coolatta cups at www.routetocool.com. Twenty-five thousand additional prizes, including custom music CDs, home theater systems, CD players and MP3 players, will be awarded. FairMarket, Inc., Woburn, MA, handles the Web site.
Dunkin’ Donuts’ Boston-based advertising AOR Hill, Holliday developed the promo and created the supporting radio and TV spots. New York City-based MTV is running its own spot on the flagship station and on MTV2. Additional advertising at MTV.com, AOL, Yahoo and Eonline support. Plus, Randolph, MA-based Dunkin’ Donuts food and beverage will be placed in MTV shows such as Real World Paris.
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