We showed Big Pápi big love. And Boston loved it.
When the beloved Red Sox great David Ortiz announced his retirement, Dunkin' Donuts wanted to say 'thank you' for the incredible years Big Pápi had dedicated to both the city of Boston and to the brand. And this being Big Pápi, of course required an event that is larger than life itself. So we came up with a stunt that brought even closer together the iconic American brand and the iconic ball player.
We surprised bostonians in the middle of Kennedy Greenway with a giant mosaic of David Ortiz and his number 34 made up of more than 10,000 custom-made donuts. The stunt was a success – it became the trending story on all major broadcasts stations in Boston and exploded on social. The best part, it cemented Dunkin' Donuts association with the city, its people and the sport of baseball.
An integrated campaign also included social contest component digital direct response and out-of-home campaign.