Dunkin' Donuts partnered with Men in Black 3 to create an app allowing users to "capture" a coffee and donut-loving alien with their smartphone. The TV spot showed “Spikey” getting captured by an MIB agent at Dunkin'. Consumers did the same by zapping him off in-store POP or calling in to get the assignment from an agent. Once captured, users cared for their alien, who needed Dunkin' products to feed his addiction. Foursquare was built into the app, and every Dunkin' check-in gave Spikey more food and encouraged repeat visits. And each feeding unlocked more of his alien abilities.