Dunkin’ Rally Team Pilot Program Review

Creating Brand Loyalty With the Y-Generation

Dunkin’ Rally Team review: Creating Brand Loyalty with the Y-Generation

• Rewind: Y-Generation and rallying• Dunkin’ Rally Team 2007: What we did

– The platform– The big numbers– The DRT on tour– DRT in the virtual world– Mainstream media and the DRT– What we learned from it all

• DRT: The next generation• Lets “Get er done”!

Y-Generation and Rallying

• They are defined by their social network• Spend at least 38 hours a week “connected”• Only watch 2 hours of television/week• Play video games at least 10 hours/week• Fastest growing motorsport in the US• Had the highest tv ratings of any sport at X Games 13 (2007)• Directly connects with Y Generation through the sport as well as the cars

“Rallying is coming to the forefront of action sports today and companies should pay attention. The fact that it was the most watched sport at the X Games in 2007 and that the complete season was broadcasted on ESPN puts it squarely on the map and makes it a great venue for those companies that are interested in the younger demographic”. - Bill Chipps, Senior Editor, IEG Sponsorship Report

Rewind

The platform

• DRT as a sub-brand

• The on-site package– Competitive events – DRT Tour stops

• The online presence

Dunkin’ Rally Team 2007: What we did

The Big Numbers

In the plan What we did

Experiential onsite marketing events 12

20 events completed

4 events currently in planning

Online presence to include a Dunkin’ Rally Team website as well as online community presence and pod/video casts

No specific numbers

agreed to

Website presence

YouTube videos

Blogger presence

Branding rights to the car, truck and team uniforms No specific

numbers agreed to

Dunkin’ branded car

Team uniforms

“Hero” cards

DRT decals

Media and press exposure No specific numbers agreed to

National TV exposure – ESPN

Local TV exposure – ME, NH, MN, CO, MI

Local print exposure – NH, ME, CO, MN

Dunkin’ Rally Team 2007: What we did

DRT Tour Stop

• 14 DRT Tour Stop events:– WFNX Best Music Pole Concert, Boston MA– Subaru Wicked Big Meet, Wachusett MT Ski Area, Princeton MA– Dartmouth College Sophomore Weekend, Hanover NH– Hot Wednesday’s at Mohegan Sun, Uncasville CT– Six Flags Amusement Park, Springfield MA– Rallyfest, Minnesota, Minneapolis MN– Waterfire, Providence RI– University of New Hampshire Fall Sports Festival, Durham NH– Fort Lee Dunkin store, Fort Lee NJ– Velocity 17, Maywood NJ– University of Colorado-Boulder, Boulder CO– Pipes in the Valley, Hartford CT– University of Michigan, Ann Arbor MI– Michigan Rallyfest, Houghton MI

Dunkin’ Rally Team 2007: What we did

Rally America National Events

• 6 Rally America National events:– Susquehannock Trail Rally, Wellsboro PA– New England Forest Rally, Berlin ME/Bethel NH– X Games 13, Los Angeles, CA*– Ojibwe Forests Rally, Bemidji MN– Rally Colorado, Steamboat Springs, CO– Lake Superior Rally, Houghton, MI

Dunkin’ Rally Team 2007: What we did

“Other” tour stops

• 32 DRT stops at Dunkin stores

• 2 stops by law enforcement

DRT in the virtual world

• DRT Website– Launched July 22 – 1034 visits with 4026 pageviews

• DRT Video– Youtube, Vimeo, RipTube, Google Video– 16 different videos of the team since June

• Professional media: 12• Amateurs: 2• DRT: 2

• Blog presence– 17 different blogs about the team

Dunkin’ Rally Team 2007: What we did

Mainstream media and the DRT

• National broadcast exposure: ESPN– New England Forest Rally– X Games 13– Ojibwe Forest

• Local broadcast exposure– WCSH6, Portland ME– WCCO, Minneapolis MN– KCNC4, Denver CO

• Local print media exposure– Nashua Telegraph, Nashua NH– Manchester Union Leader, Manchester NH– The Denver Post, Denver CO