The 2017 Maven Awards
Activation Around a Brand Milestone, Key Event, or Product Launch
Trilia for Dunkin’ Donuts
Waze order Ahead featuring Dunkin’ Donuts on the go mobile ordering
Waze and Dunkin’ Donuts partnered to save consumers time both on the road and in line by connecting the Dunkin’ Donuts’ On The Go Mobile Ordering system to Waze. Before hitting the road, drivers need only to search their preferred DD location within Waze and tap the “Order Ahead” button to launch the Dunkin’ Donuts in-app ordering experience for that store. Waze Order Ahead is one example of how the navigation app can personalize the driving experience for its users while creating a new opportunity for brands to further engage their fans within the context of a drive.
The launch of Waze Order Ahead featuring Dunkin’ Donuts On The Go Mobile Ordering focused on tech-savvy consumers within the US who value convenience and time. 100% of Wazers are in the car and accessing technology to outsmart traf c. The Waze campaign targeted drivers headed to work as well as like-minded consumers searching for “coffee” and “Dunkin’” on the app.
Dunkin’ Donuts and Waze worked in tandem to develop a rst-to-market, deep-linking solution that connects an advertiser’s location on Waze to their own in-app ordering system. Brands can now prompt users to “Order Ahead” via the new CTA button on the Location Preview Page before they start their drive.
To promote the integration to users, Waze pinned participating DD locations, delivered Zero-Speed Takeovers to drivers whose routes passed through participating store location radiuses, and accessed users’ in-app searches for “Dunkin’” or “coffee.” Dunkin’ Donuts’ ad creative asked users to save a how-to video to their Waze Inbox to watch once they completed their drive. Additional DD media encouraged user engagement via a “Remind Me” call-to-action, which sent an informative inbox message about the feature to each Wazer along with a follow- up push noti cation for those opted in.
Dunkin’ Donuts’ On The Go Mobile Ordering ads have performed 300% better than the standard Perks Download App ads proving the value of integrated brand experiences in the native environment. DD’s Order Ahead campaign received 1.4B impressions in earned media, starting with an Associated Press exclusive.