Dunkin Donuts, Philadelphia 76ers come together for unique mobile partnership
Dunkin Donuts is continuing its emphasis on mobile transactions in the new year, this time through a partnership with the NBA’s Philadelphia 76ers to offer special mobile-only discounts through the former’s application.
The primary allure of the partnership for consumers will be these discounts, which will take effect during Sixers home games. The deal is the latest in a series of like collaborations for the partnership-happy Sixers, which also has been testing relationships with brands such as StubHub.
“Time sensitive marketing efforts are particularly suited to a mobile customer if coupled with push notifications or texting,” said Marci Troutman, CEO of SiteMinis. “If aligned with electronic advertising (radio and TV) the results are even more impressive.
“The Dunkin Donuts/76ers campaign is perfect for mobile conversion, being both a localized and relevant campaign.”
Beginning on Wednesday, January 11, Dunkin Donuts customers at any of the locations in Philadelphia can enjoy a steep discount on a medium hot or iced coffee during days when the Sixers play at home—the drink will only cost 76 cents.
However, customers will be required to order through the newly minted “on-the-go ordering” feature on the Dunkin Donuts app to take advantage of the offer. The coffee must also be purchased on a card that is enabled to accrue points through Dunkin Donuts’ rewards program, DD Perks.
The promotion will begin on January 11, when the Sixers will host the New York Knicks. During that game, Dunkin Donuts will also release 200 miniature parachutes carrying Dunkin’ Donuts coffee cups and gift cards into the stands.
Fans can expect to see an array of Sixers-inspired products, promotions and special events throughout the season, including the first-ever Sixers-themed donut at participating Dunkin’ Donuts restaurants. The Dunkin’ Donuts Community Cruiser sampling truck will be on-site at select Sixers home games, and Dunkin’ Donuts will be the presenting partner of the Sixers Summer Shore Tour, a fan-favorite community event.
Finally, in support of the innovative, new Philadelphia 76ers Training Complex, Dunkin’ Donuts will install a one-of-a-kind Dunkin’ Donuts Dunk Station, a premium coffee station for Sixers players and front office employees. Sixers fans and Dunkin’ Donuts customers may use the hashtag #SixersRunOnDunkin in support of the partnership and promotions.
Collaboration between brands
The collaboration with Dunkin Donuts notwithstanding, the 76ers have been diving headfirst into a multitude of high-profile partnerships lately, including an integrated ticketing experience via StubHub (see story).
“Dunkin Donuts has fantastic brand recognition in the North East, and Dunkin Donuts consumers are equally as open to promotions as Starbucks consumers—this is a solid campaign for this region,” Ms. Troutman said. “This campaign may gain an expanded customer reach, however, since the Dunkin Donuts’ brand recognition is so high in this part of the country, the consumer may simply extract value from this campaign with a familiar brand and simply engage more frequently than normal.
“Consumers, whether looking for mobile deals or not, react to brand value positively; mobile just happens to be one of the easiest methods to inform.”