{"id":585,"date":"2017-10-11T00:14:11","date_gmt":"2017-10-11T00:14:11","guid":{"rendered":"https:\/\/theadclub.org\/mid2017\/?p=585"},"modified":"2017-10-16T18:50:32","modified_gmt":"2017-10-16T18:50:32","slug":"contentnative-surprise-delight-plan-activation","status":"publish","type":"post","link":"https:\/\/events.theadclub.org\/mid2017\/2017\/10\/11\/contentnative-surprise-delight-plan-activation\/","title":{"rendered":"Content\/Native + Surprise &#038; Delight Plan Activation"},"content":{"rendered":"<div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-12 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h4 style=\"text-align: center;\"><span style=\"color: #999999;\">The 2017 Maven Awards<\/span><\/h4>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h2 style=\"text-align: center;\"><span style=\"color: #000000;\">Content\/Native + Surprise &amp; Delight Plan Activation<\/span><\/h2>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 25px; height: 25px;\"><\/div>\n<div class=\"hr-thin style-line\" style=\"width: 50%;\"><\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h3 style=\"text-align: center;\"><span style=\"color: #ff6600;\"><strong>Trilia<\/strong> for Dunkin&#8217; Donuts<\/span><\/h3>\n<p style=\"text-align: center;\">National Donut Day<\/p>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t\t<\/div> \n\t<\/div> \n<\/div><div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-3 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_single_image wpb_content_element vc_align_left\">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<a href=\"http:\/\/a-g.com\/\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2016\/09\/trilia-maven.jpg\" class=\" vc_box_border_grey attachment-medium\" alt=\"\" srcset=\"https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2016\/09\/trilia-maven.jpg 300w, https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2016\/09\/trilia-maven-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n\n\t<div class=\"vc_col-sm-9 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_video_widget wpb_content_element\">\n\t\t<div class=\"wpb_wrapper\"><div class=\"wpb_video_wrapper\"><iframe loading=\"lazy\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/xeitHIMsou8?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n\t\t<\/div> \n\t<\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"page\" title=\"Page 11\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>This year, Dunkin\u2019 Donuts, Hill Holliday, and Trilia set off to own National Donut Day by launching a series of first-to-market technologies, dominate social media and increase restaurant sales as a result.<\/p>\n<p>To launch the campaign, we partnered with new and existing technology platforms to engage our core audience. Dunkin\u2019 used conversational technology to engage consumers with conversation. In order to do so, Dunkin\u2019 was the first brand to integrate with Microsoft\u2019s chatbot Zo on Facebook Messenger where users discovered, through AI, what kind of donut matches their personality. Dunkin\u2019 Donuts was also first to launch real-time video stickers on messaging app Kik. Dunkin\u2019 then provided fans with GIFs and emojis to make their Donut Day mobile messages even sweeter&#8230;with hundreds of thousands of images sent. On Waze, high-impact takeovers encouraged drivers to travel to their nearest Dunkin\u2019 Donuts restaurant with a new, first-of-its-kind, donut location pin. And, for the first time ever, Dunkin\u2019 restaurants displayed trending donut conversation from Twitter and Instagram users on menu boards nationwide. On Snapchat, users turned themselves into talking donuts, nearly 2 million times, through a \u201csuper fun\u201d Dunkin\u2019 Donuts selfie lens, which was seen by over 14 million people. Customers also shared their National Donut Day in-store moments with a special branded geofilter. Finally, by monitoring the real-time stream of social media mentions, members of Dunkin\u2019s culinary team, in partnership with Hill Holliday creatives, responded to fans, one to one, with personalized \u201cpastry\u201d content.<\/p>\n<p>Dunkin\u2019 crushed its competition with the highest social media share of voice, making it the brand\u2019s most engaging National Donut Day in history, with over six and a half million engagements with Dunkin\u2019 branded content. This was the sixth highest day of restaurant foot traffic&#8230;ever&#8230;translating to the most beverage sales&#8230; of all time. And the press took notice&#8230;with over a thousand placements resulting in over two billion national media impressions.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The 2017 Maven Awards Content\/Native + Surprise &amp; Delight Plan Activation Trilia for Dunkin&#8217; Donuts National Donut Day This year, Dunkin\u2019 Donuts, Hill Holliday, and Trilia set off to own National Donut Day by launching a series of first-to-market technologies, dominate social media and increase restaurant sales as a result. To launch the campaign, we&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-585","post","type-post","status-publish","format-standard","hentry","category-2017-winner"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"The Ad Club","author_link":"https:\/\/events.theadclub.org\/mid2017\/author\/theadclub\/"},"_links":{"self":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts\/585","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/comments?post=585"}],"version-history":[{"count":0,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts\/585\/revisions"}],"wp:attachment":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/media?parent=585"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/categories?post=585"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/tags?post=585"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}