Missing out on the eclipse? Meet the Dunkin' Donuts Moonchkin

Dunkin' Donuts has found a way for anyone (who has an Apple smartphone or tablet) to experience a "total eclipse" from anywhere in the world.

Missing out on the eclipse? Meet the Dunkin' Donuts Moonchkin

In the first, and possibly silliest, use of Apple's ARKit by a brand that Campaign has seen yet, Dunkin' Donuts has created an augmented reality experience that will superimpose a 3D image of a little round chocolate doughnut over the sun.

However, it appears the app is currently only available on iOS11; software that is only currently only available as a beta version ahead of a being launched formally next month. 

About "Moonchkin", the brand said in a statement: "The Moonchkin is a 8,212,017-calorie virtual doughnut hole that uses augmented reality to allow anyone to watch a total solar eclipse anytime, anywhere."

The release credits the fictitious "Dunkin' Donuts 'research and dunkvelopment' department", but the app was actually created by US agency Redpepper and masterminded by strategy director and creative technologist, Matt Reed.

Today's solar eclipse will be viewable in the US, but only as a partial eclipse elsewhere in the world. The eclipse will start at around 6.16pm when it passes over Oregon on the west coast..

The full (and mostly fictional) account of the experience's development can be found here.

Moonchkin from redpepper on Vimeo.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content