Ramon Ariel De Los Santos 

Creative Director / Educator / Copywriter

ESPN Magazine Print 

Client: Dunkin' Donuts
Role: Associate Creative Director
Agency: Hill Holliday

2018 Clio Sports - Bronze

Case Study

Role: Associate Creative Director
Agency: Hill Holliday

2016 IAB MIXX Awards - Bronze - Social – Influencer Marketing

As NFL fans welcomed in a new season, Dunkin’ Donuts was continuing its successful partnership with ESPN’s Monday Night Countdown. How could we enhance the 2015 partnership with #DDFieldPass and make it more creative and more innovative?

In addition to on-air, digital and social marketing aimed at engaging football fans all season long, we tapped viral sensation BdotAdot5 to help create weekly “Excessive Celebrations” in the end zone.

Already famous for his popular social content and impersonations of NBA players, BdotAdot5 worked with us to create a series of #DDFieldPass videos demonstrating the fun side of football culture. BdotAdot5 episodes are distributed across Dunkin’ Donuts’ social channels and promoted during Monday Night Countdown, and via ESPN’s Snapchat Discover feature and ESPN.com. We also became the first marketer to leverage ESPN’s Periscope Channel, with ESPN NFL talent answering questions via the app in real time during Monday Night Football, and we launched a new video series, “#DDFieldPass,” with hosts providing insider access to trending NFL topics.

Results From First 24 Hours:
- 6 Million Video Views
- 15K Periscope Views
- 7.5 Million Snapchat Discover Views
- 22 Million Video Impressions
- 350K Impressions on BdotAdot5 Posts


Product: Dunkin' Donuts Nitro Coffee
Role: Associate Creative Director / VO Talent