Dunkin’ Donuts is committed to offering an exceptional and unique customer experience, and it aims to prove it. In fact, as the 2015 NFL season officially began Sept. 10, America’s leading purveyor of coffee and baked goods has enlisted the help of a few NFL superstars to demonstrate the lengths it will actually go to win brand loyalty.
The new initiative is called “DD Camp Commitment.” It’s a new digital campaign that takes a whimsical approach to showcase the dedication behind getting every cup of coffee just right, every time. And this pursuit of customer experience consistency features New York Giants players Eli Manning and Odell Beckham Jr., as they display their physical prowess, oddball sportsmanship, and ability to work as a team at the fictional “Camp Commitment.”
“For 65 years, Dunkin’ Donuts guests have come to expect a great cup of coffee,” said Russ Romeo, Dunkin’ Donuts Senior Field Marketing Director. “With our new DD Commitment program, we are reinforcing that message by telling our guests we'll make your coffee just right or we’ll make it again. Camp Commitment, featuring two of the biggest stars in football, Eli Manning and Odell Beckham Jr., is a unique way to spotlight Dunkin’ Donuts’ commitment to coffee excellence and a great way to leverage our long-standing partnership with the New York Giants.”
Instead of completing a touchdown or receiving a great catch, however, Manning and Beckham engage in a series of quirky and semi-athletic activities, including 3-legged races, pottery making, single coffee bean tossing, and more.
The marketing campaign, which will run through Oct. 10, also offers customers the chance to win an exclusive VIP New York Giants experience by playing trivia on the DD Commitment website.
Dunkin’ Donuts currently operates over 11,400 restaurants across 39 countries, and DD Camp Commitment is just the latest way the brand has prioritized offering a valuable customer experience.
Recognized by Brand Keys as the No. 1 brand for customer loyalty in the coffee category for nine consecutive years, Dunkin’ Donuts also manages the popular DD Perks loyalty program and Dunkin’ Mobile App.
Both customer engagement efforts have been tremendously successful for the brand. Just earlier this year, DD Perks exceeded the two million member mark and the app reached 10 million downloads.