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Dunkin’ Delivers The World’s Fastest Donut in 360° Video

Earlier this year, we presented you with this year’s most viewed 360° videos featuring great work from amateur cinematographers and massive brands alike. Thanks to the growing audience embracing 360 content, it got a lot of promotion and shares all over the internet, and on social media in particular.

Today we’ll be presenting you with some insight into the content creators behind one of these firsts, one of these trendsetting viral videos. We’re going to peek behind the curtain of the production and take a look at how one of the world’s most renowned digital advertising agencies – Digitas LBi has utilized this rapidly growing VR / 360° video technology to spearhead a campaign for a top-tier client: Dunkin’ Donuts.

The concept

Earlier this year, the team over at Dunkin’ Donuts wanted to initiate some promotion for their latest digital product – a smartphone app which allows you to order food and drink for your mobile phone to be ready for pickup when you swing by on your way to work. For a full detail of the app and its capabilities check out its gorgeous landing page.

“On-the-Go Ordering represents one of Dunkin’ Donuts’ most exciting and important advances, and with today’s national launch we have achieved an entirely new level of speed and convenience we can offer our busy, on-the-go DD Perks members.” – Sherrill Kaplan, Vice President of Digital Marketing and Innovation, Dunkin’ Donuts U.S.

  • DigitasLBi and Dunkin’ recruited the world’s fastest flying woman—28-year-old wingsuit BASE jumper Ellen Brennan—to do the World’s Fastest Dunkin’ Run for its brand new #WTFast campaign.
  • Wearing Dunkin’ colors and a custom-built wingsuit equipped with a Velcro sleeve, Brennan jumped off Aiguille de Varan, a mountaintop 8,346 feet high above the action-sports mecca of Chamonix, France.
  • Flying at speeds of 115-120 MPH, and after 30 attempts, Brennan grabbed a Dunkin’ bag mid-flight from a specially-designed cliffside Dunkin’ storefront, built at an altitude of 5,315 feet.
  • Ellen was filmed documentary-style with multiple HD and 360° HD cameras by three of the best action sports cinematographers, so that people around the world would be able to experience the fastest Dunkin’ run of all time.
  • Ellen marked a professional milestone during the shoot: at age 28, she achieved her 1,000th She’s a rarity in wingsuit BASE jumping: the sport is typically dominated by men in their mid-thirties.
  • Ellen marked a professional milestone during the shoot: at age 28, she achieved her 1,000th She’s a rarity in wingsuit BASE jumping: the sport is typically dominated by men in their mid-thirties.

The 360° Video

Packing in millions of views more than the actual ad that aired, DigitasLBI and Dunkin helped spearhead an effort to show the public the true potential and power of 360 degree video.

The true power of cinematographers and storytelling lies in a flat canvas no more. We’ve found and present to you now, the experience from the point of view of a lionhearted aviator – Ellen Brennan. If you’d like to fly with with Ellen, click the video below. If you’re on a mobile device, fire up your YouTube App and search for “Dunkin 360“:

https://www.youtube.com/watch?v=iSKZfrBCdNk

Video Conent Blast Through 12 Million Views

The Dunkin’ videos and ads that started surfacing about 3 months ago has reached heights almost as unlikely as the jump off of that cliff. A whopping 12,750,000+ views in just 92 days, equates to more than 110,000 views a day.

This is due to several factors, where the perhaps largest one being a comprehensive social media strategy from the side of the agency involved. It’s an easy, and quite common method among marketers to utilize YouTube videos as the only method of video promotion and it’s seen used by most campaigns. DigitasLBI went straight for Facebook, and boy did it work!

Behind The Scenes

In a mad display of aviation-skill, Ellen managed to pull of grabbing the bag mid-air.  The “Behind the Scenes” video is a full 7 minutes and 44 seconds video of just what was involved. Check out the video below, and find out what that flight was all about:

https://youtu.be/hGATVe7kJto

Conclusion: What can content creators learn from this?

Our main lesson from this is that we always should strive to use the tools at our hands to the full extent of their capability. The viral results from an ad like this is incredible, and a good story to tell not only for Dunkin’ themselves, but also the agency leading the campaign and for our industry at large. The more content creators using these tools to tell stories, the more appealing it becomes to the general public.

Ultimately, what we’re looking to do here, is to encourage the masses to embrace the future, to give 360° content and Virtual Reality the chance it truly deserves.

What’s next for 360° Videos, Digitas and Dunkin’ Donuts?

The future for 360° videos and advertising is surely going to be interesting to watch, observe and report on here on the magazine. Later this month we’ll be introducing an interesting array of talented reporters, most of which are content creators themselves. Stay tuned to get their points of view of this thing we do.

If you would like to stay tuned on the latest case stories from the DigitasLBi agency (some of which might include 360° content in the future) check out their case-story platform here: www.digitasdose.com.

If you happen to live in the United States of America (which, our internal data shows is highly likely) and you feel like something sweet to go with that morning cappuccino would be nice, head over to Dunkin’s new app!

Written by Editorial Team

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    I was in a meeting this morning and I had this demented thought. ya think SAMs tend to want to date Asian girls because they remind them of their moms? It makes sense that you would want a woman that is similar to the biggest female influence in your life. Is that why everyone are so adamant about finding an Asian female? Maybe that sense of cultural familiarity that you guys keep seeking and mentioning is just another way of saying that you want a woman who looks and has the same values as your mom. Would you say you’re mama boy? Explain for yourself, SAMs!

    also, Then why don Asian females have this sort of feeling towards their fathers? Is it because Asian fathers are bad dads? I actually want to hear some Asian females speak up on this, particularly the ones who prefer dating non Asians. What is their understanding of their Asian fathers? Were they good dads, were definitily they unexpressive, Or were they abusive?

    brainless story from about 2 months ago. I getting together with a few of my boys and getting buzzed and pissy because we standing around like a bunch of chumps not talking to anyone. I spotted this white chick on the dance floor that I was playing eye contact games with at another bar and so I decided to go up to her. anywhere along that hazy, Beergoggled, stress and anxiety ridden path from point A to point B, I made a natural 90 degree detour and instead made a cheesy pickup line move on this cute Asian chick who was dancing all night with her Asian girlfriend and some white guy who was hovering around them all night. I had initially dismissed my chances with them because they got with that white guy anyways. continues to be, I just slur my cheesy line, Which probably didn matter since the music activity was so loud anyways. pretty, I end up blowing the other guy out on water. They all over me and wanting to familiarize yourself with me better. similar they grad students from Taiwan, Which is where mom and dad are from. brilliant, And they have a similar heavy Chinese accent as my mom and they talk like a couple of American culture crazed schoolgirls. I get their telephone numbers and then toss it away later. the main reason why I a SAM.

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    stool movement I go for asian girls?

    2. that they’re (traditionally) More sharp

    3. I can correspond with them more, We have similiar hobbies,are used to help.

    4. If we speak a language, Its consistently a plus

    5. They are insanely better looking (imo) Than any blue chick.

    I know several Asian america guys who HATE their mothers, rightly so, utilised together hate them, But still go for halting, Manipulative, Psychotic, remarkable maintanence, Guilt stumbling Asian/Asian American women. (I am SO not saying that all or even most Asian/A A women are like this, But we all know the type).

    One ex of mine has completely ceased speaking with or seeing his mom, She was and bad. He now engaged to a control freak woman simillar to his mother.

    Why do guys attempt this? simply because dude, My theory is that he’s used to having his life managed for him, And can take having freedom and space. no matter how miserable these women make him, He much more comfortable quietly resenting them than he is managing his own life.

    If you own an awesome, calm, cute, support mom, prudent to want women like them. however,though, If you mom a total bitch to you, buying women like her is just masochistic.

    If a girl I with ends up a single thing like my mom, I am going to hightail it fast.

    My mom was always the loud one and all through my youth, She blamed a lot of things on my dad. My dad is hardly the saint either so I always wondered how they ended up together and how they was able to stay married.

    Maybe it was for me or maybe it was old school chinese shanghai women techniques they stayed together.

    at any rate, My mom is overly bitter about things and she has a right to with things that have happened. however,within the other hand, such as some have said, We can complain all we want but choose, You either do something and move forward or don complain about conditions you are in.

    the sad thing is my mom will constantly complain about things and even get on my case about stuff that happened years ago. It endless. IMO, She specifications more help (Or divine treatment). but bear in mind, As old school chinese language program go, Problems stay while in the house.

    So my point is I hope the person I get by means of or marry does not carry bitterness and is happy with life.

    I realized around late high school or early college that something about my life wasn right and I realized kinds of situation I was in. I somehow made it signifies college and got a job.

    finally, Perhaps it time for step and move away from parents. So quit I need is to have a girl remind me of my mom a good idea.

    At the danger of revealing how truly fucked up I am, I actually fall more into the category Shanghai Meimi revealed. I have the unique benefit from being the youngest in a large family so I actually got to see this happen with my siblings as well. While their SO are in no way identical to my Dad, They certainly exhibit a few of his less charming personality.

    Here my attempt at arm chair mindsets:

    I think that joggers who grow up with an unusually stoic and/or absent parent (We use this example since it links with me) will ultimately seek out a surrogate. Their SO will have similiar qualities whether they want to admit it or not, and they will spend their lives trying to please them, In a way they felt they would never please the absent/stoic parent.

    I agree with Meimi that guys with overbearing mothers tend to finish up with fishwife gf Although since I clearly living in a glass house… Lips = made.

    Eaker, what the heck? Can you explain to me why so many asian girls don date asian guys within their remind them of their father? But available for you, It precisely this reason why you date us? Kinda peculiar. however, I suppose it might just be an excuse so they can make a detour to the white dude sitting at the bench.

    But I dunno about choosing a woman because she reminds me of my mom. She a relentless nagging machine who won give me my privacy or realize sometimes a son needs to make his own decisions. I wonder if this SAM post was pushed by the Oedipus Complex.

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