“Look at the jumping jolt of java,” excitedly says “race announcer” Tom Test as three animated Dunkin’ Donuts breakfast characters race to score in the ultimate in branded entertainment.
The race is seen by a cheering captive crowd on the giant scoreboards at Soldier Field during a break in the Bears game action.
The fan is a winner, too, in this ultimate promotional tie-in. If his ticket stub is stamped with the winning character, he can claim the prize at a Dunkin’ Donuts location, as an amazing 30% of the fans do.
The prizes are the real models for the animated “Cuppy Coffee,” “Dashing Donut” and “Biggy Bagel” characters that appear in the three 30-second promotions animated by Kip Gire’s Luma Studios of Huntley, Ill.
The Macyln Group of Naperville has been the advertising and marketing agency for Chicago area’s 450 Dunkin’ Donuts shops for the past 10 years.
The races are put into the system at random, although it appears that “Cuppy Coffee” wins most frequently, and only one of the three is played during a game.