Dunkin' Donuts & YouTube

Dunkin’ Donuts has utilized its YouTube platform unlike any other. Not only does it serve as a stage to publish relevant content that directly advertises its products, but it also actively promotes consumer content. The consumer content generally takes two forms – celebrity-featured music videos and how-to cooking videos. This blog post will focus on the former

The most recent music video campaign features Odell Beckham Jr and his “Runnin’ on a Cold Brew” videos. The nature of these videos highlight Dunkin’ Donuts new Cold Brew products. These videos are considered content marketing because they offer the consumer relevant and interesting content that is also used to actively engage the consumer with branded products. The catchy tunes and interesting story line of the video serve as the interesting content that draws the consumer in. The product is introduced with the refrain “runnin’ on a cold brew” which implies that it is the Dunkin’ Donut Cold Brew. “Runnin’ on a Cold Brew” has accumulated over 1.5 million views in a little over a month since it was published.

This is not the first time that Dunkin’ Donuts has used a celebrity-featured music video to create relevance of its products to its fan base. Last year, it introduced a four-video, Summer-long campaign featuring both Rob Gronkowski and David Ortiz. These “Gronk and Big Papi” videos featured four different genres – rock, electronic, salsa, and country. These humorous videos were successful in attracting viewers and starting the conversation about the brand. The most popular video got over 1.4 million views.

Dunkin’ Donuts has been incredibly triumphant in creating consumer content for its followers and viewers. By creating interesting content, consumers do not mind interacting with the brand and might instead actively seek the content out. It has used YouTube in an ingenious way to engage consumers and promote its new products. 

Want to check out "Chillin' on a Cold Brew"? Here's the link: https://www.youtube.com/watch?v=ydRHJm50gfQ