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Dunkin? Donuts first to sponsor ESPN?s interactive content on Periscope

Dunkin? Donuts is the first marketer to partner with ESPN on new interactive Periscope content featuring the network?s talent answering questions in real-time during Monday night football. 

The activation is part of the donut bakery chain?s renewed sponsorship for ESPN?s Monday Night Countdown program. Also new this year, Dunkin? Donuts will run multiple video units in the ESPN Discover Story on Snapchat. 

?Mobile will continue to play a significant role in the sponsorship, with a few enhancements for 2015,? said Scott Hudler, vice president of global consumer engagement at Dunkin? Donuts. ?Most notably, we're leveraging two mobile-first distribution assets that ESPN is offering for the first time this season: Snapchat Discover and Periscope. 

?Throughout the fall, we'll run multiple video units in the ESPN Discover Story, which has tremendous scale with a younger audience,? he said. ?Additionally, ESPN talent will answer fan questions via Periscope in real time during Monday Night Football each week. 

?DD is the first marketer to partner with ESPN on a Periscope activation of this nature.?

Shareable content
Dunkin? Donuts is also investing in the creation of shareable content with online sports personality BdotAdot5 that will be distributed across its own and ESPN?s social properties and housed on a mobile-optimized site, DDFieldPass.com.

Dunkin? Donuts began its relationship with ESPN?s Monday Night Countdown in 2011. As part of the ongoing partnership, Dunkin? Donuts will have exclusive rights to Field Pass segments that air during each Monday Night Countdown telecast, with this content packaged as #DDFieldPass. 

The #DDFieldPass segment during Monday Night Countdown presents football fans with expert analysis of games and showcases trending NFL topics. 


The sponsorship is being enhanced this year with a stronger focus on mobile and social activations. 

As part of its sponsorship, Dunkin' Donuts is the first marketer to leverage ESPN's talent on Periscope. Fans will be encouraged via posts on ESPN's and Dunkin' Donuts' social channels to tweet questions and messages related to each Monday Night Football game, using the hashtag #DDFieldPass. 

ESPN talent will answer select questions and comment on messages submitted via the hashtag on Periscope during the game.  

Mobile fan experience
To extend the #DDFieldPass conversation throughout the week, ESPN is also introducing a new video series featuring ESPN talent. 

Brandon Armstrong, also known as @BdotAdot5 on Twitter and Instagram, and known for his popular sports-related social content, will also create a series of #DDFieldPass videos that showcase the fun side of football culture. 

Each complete BdotAdot5 episode will be distributed across Dunkin' Donuts' social channels and promoted during Monday Night Countdown and via ESPN's Snapchat and ESPN.com.

The sponsorship will continue with advertising on ESPN's Facebook and Twitter channels, as well as ESPN.com desktop and mobile. 

Hill Holliday and Trilia, Dunkin' Donuts' creative and media agencies of record, developed creative for the campaign.

?It's no secret that mobile has become an essential element of the fan experience,? Mr. Hudler said. ?While watching any live sporting event on TV, fans are consuming additional content on other devices, and we're aiming to capitalize on that proven behavior by serving up compelling and relevant football content where users are spending their time.?

Final Take
Chantal Tode is senior editor on Mobile Marketer, New  York