Activation of the Day - Dunkin' Donuts

Are you looking for new ways to leverage Dunkin' Donuts as a corporate partner? Are you looking for creative ways to leverage signage giveaways and other premium items?

Massivemedia recently executed a terrific guerrilla marketing campaign on behalf of Dunkin' Donuts at a recent major endurance event. Massivemedia featured a sign station where fans could place customized messages on "You Kin' Do It" signs and had a Dunkin' Donuts on-site to engage with consumers.

Check out some pictures of their activation below as well as some links that detail some of Massivemedia's related grassroots campaigns that have been executed on Dunkin' Donuts' behalf: 



Dunkin' Donuts Cap Distribution at the NYC Marathon - Click Here

Dunkin' Donuts Coupon Sampling - Click Here

Source: Massivemedia

Volkswagen Pushes Fuel Efficiency at the Chicago Marathon

Are you looking for new ways to make an impact on race day? Are you looking for ways to use sports to drive home fuel efficiency messaging?

As brands look for creative ways to leverage endurance events, many should take a page out of Volkswagen's playbook for the 2009 Chicago Marathon. Volkswagen was looking to promote the 42mpg fuel efficiency of the Jetta TDI Clean Diesel vehicle and decided to partner with super-athlete Dean Karnazes to send home a powerful message to viewers, onlookers, and brand enthusiasts.

To sell home the fact that the TDI Clean Diesel vehicle doesn't stop at 26.2 miles per gallon, Volkswagen asked Karnazes to not stop at 26.2 miles (1 marathon) either. In fact, they tasked him with running a distance equal to 2 straight marathons (52.4 miles). Along the way, Volkswagen generated interest by letting fans send tweets with questions and support and videotaped the entire feat. The company is also supporting the initiative with a custom microsite

Check out a video of Dean Karnazes journey below and look for more creative fuel efficiency acts from Volkswagen in the near future!

Disney and Lady Foot Locker Offer An Ultimate Race Weekend

Are you looking to create an enticing promotion targeting female consumers? Are you looking for new ways to stimulate interest in the running space?

Disney recently teamed up with Lady Foot Locker to create a "Run Like a Princess" sweepstakes that is driving some buzz in the running space. During the month of November, consumers have the chance to log on to and register to win (up to once per day) an enticing Grand Prize promotional package that includes:

  • Round trip airfare for (2) to Orlando, FL
  • (3) night hotel accomodations at a Walt Disney World Resort
  • $750 in Lady Foot Locker gear
  • A $275 spa package to a Walt Disney World Resort spa
  • (2) race entries to be used at any (1) of (3) races
  • VIP starting line position, post-event party, etc.

The promotion serves as a great way for Disney and Lady Foot Locker to target female consumers and drive incremental awareness for Disney's Princess 1/2 Marathon Weekend Presented by Lady Foot Locker, which takes place March 5-7, 2010. To drive interest, the collaborating parties came up with a pretty creative tagline - "You've Always Wanted to Be a Princess. Here's Your Chance to Run Like One" and are also offering (50) First Place $100 Lady Foot Locker Gift Card prizes.

Check out a clip detailing the 2009 Disney's Princess Half Marathon event:

A special thanks to Mike Rodriguez for his insights and contributions to this column.