Pumpkin Season
Pumpkin season is one of the biggest times of the year for Dunkin'. In 2015 they tasked us with creating content for that year's launch, including their newest products, Pumpkin Macchiato and Pumpkin Cheesecake Square. Our content was inspired by the crazy things people do for pumpkin.
Teaser Content
Leading up to the launch of pumpkin, we created some teaser content to drum up excitement for the return.
When you're ready for pumpkin season but everyone else is all like, "Summer!"
Launch
The Great Pumpkin State Race
We wanted to drum up excitement about the launch of pumpkin by finding out which state loves pumpkin the most. This social contest asked people to share pictures of their first pumpkin drink of the season with #DDPumpkin(and their state's abbreviation). Since, there was no budget for this initiative, we wanted to make tracking the winner as easiest as possible. Since Insta pulls all the numbers for us, searching the tags was an easy solution.
In addition to the The Great Pumpkin State Race, we also released some fun videos and snapchat filters for people to enjoy.
Sustain Content
To keep the excitement going all season, we produced fun content around people's love of pumpkin products and awareness content around the new layered, indulgent Pumpkin Macchiato drink.
When you're so excited about #NationalPumpkinDay, you see pumpkins everywhere.
Layers on layers #PumpkinMacchiato
