To demonstrate the speed with which you can get your order with Dunkin' Donut's new On-the-Go app, we introduced the World’s Fastest Dunkin’ Run, partnering with Ellen Brennan, the world’s fastest female wing-suit athlete. In the ad, Ellen uses the app to order from atop a mountain, then flies down and grabs the bag while flying 120mph.

We partnered with Ellen Brennan, the world’s fastest female wingsuit athlete, who jumped from 8,300 feet, flew at 120mph, swooped down and grabbed her order at a cliff-side Dunkin’ store, 5,000 feet above sea level.

Working with the world’s top extreme sports stunt coordinators and cinematographers, we produced online and broadcast content. Then for an even more immersive experience, we created a 360 virtual reality video; letting people imagine themselves as wingsuit athletes flying alongside Ellen during an exhilarating practice flight.

The campaign chalked up over 13 million views just in the first two weeks, driving more to the campaign content and realizing a 44% increase in new app users, making the new On-the-Go app the most talked about and successful operational change for Dunkin’ Donuts since the drive-thru.

As on-the-go ordering is a function built into the Dunkin’ Donuts Perks loyalty program and app, we started our promotional campaign by generating awareness and interest among our loyal members, through email and targeted communications. We expanded our campaign into mass marketing in order to raise awareness and drive consideration among non-members in order to get them to promote the downloading of the app and join Perks.

While most brands focused on telling customers how to use the app or congratulating themselves for being innovative, Dunkin’ Donuts wanted to focus on the core benefit of speed for the consumer and express the idea that “the fastest line is no line at all” in the most captivating way possible. Our attention-getting stunt strongly conveyed our message in a way that separated us from the crowd.

By mid-2016, mobile ordering at quick-service restaurants became a standard offering across the category. Our objective was to stand out amongst the others and creative awareness of the speed and ease of use of the new On-the-Go app for Dunkin' Donuts.