Randolph, Mass. (June 1, 2003) -- Dunkin'' Donuts, America''s leading retailer of coffee, donuts and bagels, will target young adults with an MTV music-themed summer promotion entitled "Route to Cool," beginning June 1. The promotion, which runs through July 15, will feature Dunkin'' Donuts summer beverages, including the new Lemonade Coolatta™ iced drink.
"Our summer beverages, such as Iced Coffee and Coolattas™, are very popular with young adult consumers, and MTV is one of the favorite television networks with this audience," said Ken Kimmel, vice president Dunkin'' Donuts Concepts. "So, we naturally turned to MTV to create a summer promotion that would increase our sales to this target market."
The highlight of the Dunkin'' Donuts summer promotion with MTV is the "Route to Cool" consumer sweepstakes. One grand-prize winner, along with 10 friends, will receive a prize package including a private summer tour to three of this summer''s most popular concerts - including Michelle Branch, the All American Rejects and other performers to be announced. The winner and friends will meet the performers on tour and receive the MTV VIP treatment with their very own luxury tour bus. The grand prize winner will be awarded in August.
Dunkin'' Donuts advertising agency of record Hill, Holliday developed the MTV promotion, as well as new spots for radio and television to promote the sweepstakes. The TV spot humorously portrays the Dunkin'' Donuts contest winners exiting a VIP tour bus and being mistaken for celebrities by waiting fans (to view the spot, visit http://econnect.hhcc.com/pr_video/dd/dd_pr.html). MTV also developed a TV spot for the Dunkin'' Donuts sweepstakes. The MTV spot will air on MTV and MTV2.
The "Route to Cool" promotion includes a dedicated co-branded website, at www.dd.mtv.com, developed by FairMarket, Inc., as well as advertising online on MTV.com, AOL, Yahoo! and E! Online. To promote the contest, the MTV logo will be printed on co-branded in-shop point-of-purchase materials.
Sweepstakes prizes include specially-produced Dunkin'' Donuts custom music CDs, as well as 25,000 instant win prizes including home theater systems, CD players, MP3 players and other premiums. To enter the "Route to Cool" sweepstakes, customers enter prize codes found on Dunkin'' Donuts Iced Coffee™ and Coolatta™ iced drinks cups online at the dedicated promotion website at www.dd.mtv.com.
About Dunkin'' Donuts
Founded in 1950, Dunkin'' Donuts is the largest coffee and baked goods chain in the world, selling more donuts, coffee, bagels and muffins than any other retailer in America. Dunkin'' Donuts has more than 5,500 stores in the United States and 31 other countries. Dunkin'' Donuts is based in Randolph, MA, and is a wholly-owned subsidiary of Allied Domecq PLC. For more information, visit www.dunkindonuts.com.
About MTV Networks
MTV Networks owns and operates the cable television programming services MTV: Music Television, MTV2, Nickelodeon/Nick at Nite, TV Land, VH1, CMT: Country Music Television, and Spike TV, as well as The Digital Suite from MTV Networks, a package of thirteen digital services, all of which are trademarks of MTV Networks. MTV Networks also operates and offers joint ventures, licensing agreements and syndication deals whereby its programming can be seen worldwide.
About Hill, Holliday
Hill, Holliday, owned by the Interpublic Group of Companies Inc. (NYSE:IPG) and headquartered in Boston with offices in New York City and San Francisco, is one of the top communications agencies in the United States. For more information please visit www.hhcc.com.
About FairMarket, Inc.
FairMarket is a leading online auction and promotions platform provider that enables marketers to create results-oriented online programs. Headquartered in Woburn, Mass., the company also has offices in the United Kingdom. For more information please visit www.fairmarket.com.