Dunkin' Donuts gives New York the limelight in 360 video

Social video experts at Be On review "The harbor that never sleeps", the latest viral video from Dunkin' Donuts and Discovery.

"Dunkin’ Donuts has almost completely muted their brand presence in the video and instead put the focus on the landscape as part of this immersive experience."


7 / 10

TVR and 360 video have been two of the industry’s key buzzwords this year, which is why it’s no surprise brands are jumping onto the band-wagon of this popular trend.

Dunkin’ Donuts have taken a subtle approach with this latest video, collaborating with Discovery to create the "Always Running" film series.

By using 360 video technology, this spot gives audiences an insightful, yet understated glimpse into the beautiful New York harbour with Captain Glen Miller.

Dunkin’ Donuts has almost completely muted their brand presence in the video and instead put the focus on the landscape as part of this immersive experience. The theme of the spot is in line with Dunkin’ Donuts’ previous campaigns that champion an adventurous lifestyle.

In June, the brand associated their dough dessert with adrenaline seeking when it showed consumers the world’s fastest flying woman jumping off a cliff, sporting a Dunkin’ Donuts branded Wingsuit and collecting a delivery on the way down.

Altering the traditional way in which consumers view this calorie loaded confectionery, the brand ties their product in with the ritual of drinking coffee and have found a daring niche they can tap into. By partnering with Discovery who boast a whole network of innovative 360 videos on their YouTube channel, the content places Dunkin’ Donuts at the epicentre of video technology and is a fantastic example of how brands are willing to take the focus away from themselves in favour of exploring a wider narrative.

Interestingly, the spot has garnered a modest 93K views on YouTube since launching at the end of August, compared to the 944K views the ‘Dunkin’ Run Wingsuit’ spot has clocked up over the past couple of months.

The Wingsuit spot also directed consumers directly to the brand’s own channel, as opposed to Discovery’s. Perhaps muting the Dunkin’ Donut name isn’t the recipe for viral success and the content itself is the main ingredient for consumers.

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