INTEGRATED MARKETING CAMPAIGN
PASALUBONG NG BAYAN
INSIGHT
The younger audience seeks out interactive
experiences that engages with the community
and encourages peer-to-peer interaction; is
influenced by and runs after trends online
It is important for a brand to build a sense of
safe space and community and bring their
product to the masses, to feel the genuine
connection and bond from the company with
different ages.
TARGET
The target audience comprises of
Gen Z, age 16-24 year olds, who are
tech-savvy, trend-conscious, and
social media-driven individuals who
value authentic brands and
experiences that fit their lifestyle.
D IDEA
DUNK,
LAUNCH EFFORT
PLAY,
WIN! A CAMPUS TOUR
POP-UP ACTIVATION
BRINGING TO U
CAMPAIGN
TIMELINE
TEASER CAMPUS
D’ DAY
TOUR
CAMPUS
TOUR
MASCOT
KAPY
Reviving the mascot of
Dunkin’
BOOTH
BOOTH
BATTLE OF
D BANDS
Inter-school Battle of the
Bands competition
Winners get the chance to
play in the line-up of the
culminating performance.
D DAY
Culmination of Marketing
Campaign
Open to everyone
SB19 Performance + Battle of
D’ Bands winners as opening
acts.
SUSTAINING
EFFORTS
MUNCHKIN
HUNT
IRL Scavenge Hunt for Munchkin’
Plushies in public spaces. Find them
and win tickets to the Culminating
Day
Plushies will be posted on Dunkin’s
socials hinting at their approximate
location online and the viewers can
hunt for it.
SOCMED
ADS
Social media is much
appropriate to gather the
attention not only for the
target audience (Gen Z) but
to everyone as well with the
technology is can be access
by all gender and ages.
AR FILTER
Fun AR Filters on social media for
public use and engagement.
THANKS!
