“It Goes Without Saying”
Creating a brand language – literally.
As part of the D Stop microsite for Dunkin’ Donuts, Captains created (or discovered, depending on how you look at it) a language for Dunkin’ lovers called Dunkinese. The first video on the site, shown here, set up the premise with construction workers using the Dunkinese sign language to communicate wordlessly. The site featured a whole video tutorial on the language, complete with a quiz. People who passed the quiz received a diploma via email that they could hang in their office. Thousands of customers took the test – and passed. While Dunkin’ captured emails for their database, allowing for ongoing engagement with their customers.