How much does a virtual coffee make you crave the real thing?
Over the next six months, Dunkin’ Donuts will be integrated into an online game for the first time. The company’s coffee and pastries will be featured in the Sims Social Facebook game, along with just a few other brands and products.
The goal (according to The New York Times): to raise the company’s profile as Dunkin’ Donuts expands beyond the Northeast US and to “make the brand more relevant to a broadening audience,” according to Dan Saia, VP for consumer engagement at Dunkin’ Brands. Saia also mentioned continuing to “reach out to young adults” as a priority, a clear target through social gaming.
Players will be able to give their Facebook friends Dunkin’ Donuts products, including coffee and food items, for example “a Dunkin’ Donuts coffee boost.”
Dunkin’ Donuts will also promote their presence on the game via their Facebook page, where fans that “like” the page will receive two Dunkin’ Donuts products to ‘display’ in their Sims home.
Previous Sims games have featured brands or products, but only one per game. Sims Social Facebook game will be the first to include multiple brands.
The incorporation into social gaming is just one of several efforts by Dunkin’ Donuts to raise their profile, including a Foursquare/Facebook Places competition to become the “President of Dunkin’ Nation” (see our previous post), the company’s first integration into a movie (Captain America: The First Avenger), and first sponsorship of a concert tour, with country singer Joe Nichols.