Dunkin' Donuts

#ReDDerTogether

It’s the World’s Largest Football Family. 500 Million Strong. All passionately supporting the Reds. But out of all these fans, who is the one person who goes above in beyond for the team they love?

We solicited fans to tell us what made them stand out as the fan with the most passion for their team. We then thanked one person in a truly authentic way. We surprised one fan with a Live Skype call from actual players. The target audience needed to not just be passionate fans, but display uncommon rabid fandom, as well as represent the "Liverpool way." An ethos of of tradition, pride, and support, all real LFC fans share.

To find these fans, we reached out to LFC Supporter Clubs across the country, and asked people to nominate someone they believed represented the passion we were seeking. LFC Supporter Clubs bring the most passionate fans together for games, community, and social events. Celebrating fans from LFC Supporter Clubs was a unique way for Dunkin' to show nuance. Nuance in thanking the true fans, and speaking to them authentically.

The idea, called Big Thank You, laddered up to our overarching creative platform of ReDDer Together. ReDDer Together is the lens for how we unite the LFC Reds and Dunkin' Donuts (DD), where we seek to celebrate the partnership by enhancing the LFC fan experience in distinctly Dunkin' ways.

The film, Big Thank You, which told the story about our winner, Kacey Keller, garnered more than 1.2 million views, on just Twitter and Facebook alone.