Dunkin? Donuts has partnered with Sony Pictures to unveil a new mobile application that coincides with the release of the studio?s upcoming ?Men in Black 3? film.

The MIB3 Capture app is part of a bigger push to get consumers engaged in anticipation of the new movie. The app is available for free download in Apple?s App Store and Google Play.

?Both Dunkin? Donuts and Baskin-Robbins have joined forces with Sony to celebrate the arrival of Men In Black 3 in theaters on May 25,? said Scott Hudler, vice president of global consumer engagement at Dunkin? Brands.

?Partnering with Sony offers Dunkin? Donuts and Baskin-Robbins an excellent opportunity to celebrate the buzz and excitement around this highly anticipated movie with special menu items, plus a fully integrated marketing campaign with television, radio and online advertising, in-store point of purchase materials, digital, mobile and social media,? he said.

Dunkin? Brands includes both Dunkin? Donuts and Baskin-Robbins.

Hill Holliday is the agency on record for Dunkin' Donuts.

Slam dunk
The new Dunkin? Donuts app features Spikey Bulba, an alien from Men in Black 3.,

Through the app, users can feed him virtual Dunkin? Donuts coffee and donuts, as well as have Spikey play games, dance, tickle, spin and laugh with them.

The more users play with Spikey, the more content becomes unlocked.

Additionally, the app lets consumers find the nearest Dunkin? Donuts locations.

Users can check-in to the locations via foursquare to accumulate points as well.

Dunkin? Donuts and Baskin-Robbins are promoting the partnership through their own brand centric integrated marketing campaigns spanning across television, radio and online advertising, in-store point of purchase materials, digital, mobile and social media. 

Digital efforts for Dunkin? Donuts include dedicated emails, the Dunkin' MIB3 Capture mobile app and engagement with fans on the brand?s social media platforms.

?One example is the Black FriDDay?s Twitter Sweepstakes, which offers fans a chance to win a $33 Dunkin? Donuts Card and Men In Black 3 prize pack for answering a different Dunkin? Donuts/MIB3 trivia question each Friday in May,? Mr. Hudler said.

?Baskin-Robbins is also engaging with fans on its social media channels,? he said. ?To build buzz about Men In Black 3, Baskin-Robbins ran a ?Top Secret Taste Test? teaser campaign on Facebook for its new MIB3 inspired Lunar Cheesecake ice cream, the flavor of the month for May.

?As part of this campaign, Facebook fans and Baskin-Robbins Birthday Club Members were alerted to a specific date for the taste test and provided information about an exclusive BOGO scoop coupon for Lunar Cheesecake.?

Social engagement
Baskin-Robbins is also giving guests a chance to win great prizes, including a trip to the Men In Black 3 World Premiere in New York City, Men In Black 3 movie tickets and Baskin-Robbins gift cards through its Agent 31 Instant Win Game.

Consumers can check-in to their local Baskin-Robbins shops all month long using either Facebook or foursquare to earn badges and enter for the chance to instantly win prizes. 

?Dunkin? Donuts guests are busy, on-the-go people, and many use mobile devices,? Mr. Hudler said. ?As a result, we?re always looking for meaningful ways to engage with our guests who use mobile devices.

?The new Dunkin? MIB3 Capture mobile app was designed to offer our fans a fun extension of the Men In Black 3 movie experience,? he said.

?We?ve run a number of well-received mobile and location-based social media programs in the past through our DD Perks program, Facebook, Foursquare and Scvngr, and we will continue to surprise and delight our fans with exciting new programs in the future.?

The new campaign shows that by incorporating mobile and social into the mix, marketers are able to engage consumers on a much deeper level.

"Dunkin's partnership with MIB3 gave us a great opportunity to design a fully integrated campaign for the promotion,? said Chris D?Amico, senior vice president and group creative director at Hill Holliday.

?By extending the story from TV to mobile, leveraging game mechanics, social networks and location aware apps, we believe the consumer will have a more salient, enjoyable brand experience and hopefully even more fun," he said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York