Issue Spring 2010

Dunkin’ Donut’s AdScreen® Campaign Wins “Best Product Content” Award

The award for “Best Product Content” at the recent Digital Signage Expo went to St. Joseph Content|Alchemy for the content they produced with project partner YCD Multimedia. The content, for the Dunkin Donuts AdScreen project, presented meal combos and up-sell opportunities to increase average transaction size. Content was scheduled and programmed for display at specific day-parts based on historical point-of-sale data. The program created enthusiasm among store associates, educated customers about new products and increased sales by as much as 46%. YCD Multimedia and St. Joseph Content|Alchemy worked closely with Dunkin’ Donuts to define the content strategy and to repurpose existing creative assets to suit the AdScreen point of sale medium. Additionally, sales results were analyzed by YCD on a weekly basis and the content was modified “on the fly” to optimize sales.

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