When the Red Sox Win, You Win?

Feelin' thirsty Red Sox fans?

Dunkin Donuts is teaming up with the Boston Red Sox to offer the "Red Sox Win, You Win" promotion, an innovative idea that offers consumers the chance to win a free 16 oz. iced coffee or iced tea with the purchase of a flatbread sandwich or personal pizza after 11am the day after the Red Sox win a game. The promotion will take place in participating Dunkin' Donuts locations in Massachusetts, Maine, Rhode Island, and Southern New Hampshire and runs through June 24th.

Sales figures will determine if this is a successful promotion from a monetary standpoint, but it is an exceptional idea from an awareness standpoint. I am sure that I do not stand alone when saying that I had no clue the "world's largest coffee and baked goods chain" even sold flatbread sandwiches or personal pizzas. An incredible idea! Dunkin' Donuts devised the promotion to draw attention to the new food items featured on its menu. Dunkin' Donuts teamed up with the Fenway Sports Group to create the promotion...

Will this team-performance based promotion become a sweeping trend as sponsors look to activate around team occurences rather than use static signage and advertising at the ballpark?

About Dunkin' Donuts

• The chain currently has 5,500 stores but plans to triple that figure over the next 20 years
• The company is targeting Dallas, Cleveland, and Nashville outside of its Northeast base
• The chain is looking for the Fenway Sports Group, its agency of record, to shape its sports marketing strategy, develop programs that leverage its portfolio of marketing assets, and maximize the value of its future sports, marketing, and entertainment partnerships