D Stop Microsite
Dunkin’ Donuts had always relied heavily on TV advertising to reach consumers. But with TiVo coming on strong, and more customers using broadband Internet, the folks at Dunkin’ knew they needed to add some fresh new approaches to their traditional marketing mix.
Captains created The D Stop, a micro-site that features engaging web content: short interactive comedy films and animations, video e-cards, quizzes, prizes, offers and more. The most fun part was an interactive tutorial for the language of Dunkinese, a form of sign language known only to caffeinated Dunkin Donuts lovers. The D Stop, in effect, turns the traditional ad model on its ear; instead of paying media companies to run ads on their channels, our web content turns DunkinDonuts.com into its very own channel. The entertainment has been carefully crafted to reinforce the Dunkin’ Donuts brand in subtle ways, building customer loyalty while laying the foundation for ongoing opt-in e-mail communications. D Stop email promotion click-through rates were five times higher than the industry average, and D Stop visitors stayed on the site four times longer than they did on the corporate site.