Discovery and Dunkin' Donuts Teamed to To Create This VR Video
Laura McQuarrie — September 3, 2016 — Marketing
References: adweek
As Captain Glen Miller says in 'Always Running,' a 360-degree VR video film series created between Discovery and Dunkin' Donuts, "Boats run on diesel and coffee."
The partnership may seem like an unusual one, but it's a strategic one that emphasizes the way coffee keeps those who work in the New York Harbor adequately fueled to work around the clock. Throughout the video, there are several Dunkin' Donut coffee cups that can be spotted, as well as a number of fast facts that are illuminated on the screen alongside the Dunkin' Donuts brand logo.
'The Harbor That Never Sleeps' is one two-minute film that's posted to YouTube that uses virtual reality technology to capture the attention of adventure-seekers between the ages of 18 to 49.
The partnership may seem like an unusual one, but it's a strategic one that emphasizes the way coffee keeps those who work in the New York Harbor adequately fueled to work around the clock. Throughout the video, there are several Dunkin' Donut coffee cups that can be spotted, as well as a number of fast facts that are illuminated on the screen alongside the Dunkin' Donuts brand logo.
'The Harbor That Never Sleeps' is one two-minute film that's posted to YouTube that uses virtual reality technology to capture the attention of adventure-seekers between the ages of 18 to 49.
Trend Themes
1. Virtual Reality Branding - Using virtual reality technology to showcase a brand in a creative and immersive way
2. Exploring Unconventional Partnerships - Finding unique and strategic partnerships to highlight a brand’s value to a specific industry or community
3. Age-targeted Marketing - Creating content that appeals to a specific age demographic and channels through which it can be promoted
Industry Implications
1. Food and Beverage - Opportunities for food and beverage brands to partner with local industries in creative and strategic ways
2. Entertainment - Opportunities for entertainment companies to create immersive and interactive content for their audiences
3. Marketing and Advertising - Opportunities for marketing and advertising agencies to incorporate emerging technologies and unconventional partnerships into their campaigns
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