THE RISE OF SPIDEY D
Welcome to the inaugural entry of our Stop the Scroll series. These stories are meant to celebrate ad campaigns, digital activations, and other marketing feats that grab our attention and put an end to our incessant scrolling. At such a spooky time of year, we can think of no better candidate to highlight than the folks at Dunkin’ who unleashed Spidey D upon their social channels.
If you're not familiar with Spidey D, you'll get a taste of his personality with the screenshots below. Think "Chick-Fil-A Cow, but unhinged and unbothered with the HR department."
Beginning in 2024, Dunkin' used the persona of Spidey D to drive sales of their Halloween-themed donut. The campaign was an enormous success, driving hundreds of thousands of shares, millions of engagements, and over 100K new followers for Dunkin's social channels. The best part? It cost less than $5,000.
With a recipe for success now in hand, Spidey D was back with a vengeance this month. Once again the foul-mouthed but lovable donut shared his deepest, darkest thoughts, and once again, countless fans tuned in. "Unhinged marketing" tactics like Spidey D are quickly becoming more commonplace, but the question is why? Why are so many brands turning to characters and skits as part of their social and digital strategies? Because it stops the scroll.
Users are inundated with content. From our phones, to our computers, to our TVs, there is a nonstop flood of information beaming into our brains. If you're a business owner, your question should be "how do I cut through the noise?" Dunkin' created a recurring experience that took users by surprise, made use of their product in a unique way, and set them apart from their competition. You could see this in full effect in the comment section, as countless businesses interacted with the posts in a bid to share in the clout.
Now Dunkin' of course is a unique company with a brand and product that lends itself very easily to such fun. Not every business can go as far as Spidey D, but every business can put real thought and effort into setting themselves apart on social media. People hire businesses due to their credibility, their reputation, and their reviews, but personality is often what gets those potential customers in the door.
If you're looking for help with your own business's social or digital strategy, you know where to find us. In the meantime, have a Happy Halloween!