For Halloween 2024, Dunkin' had an ambitious goal of making this Halloween their best-selling year ever for their spider donut. Our solution: an unhinged Spidey D takeover.

Spidey D's main mission was to be an agent of chaos, so we "hijacked" all of Dunkin's social accounts, announcing his presence, updating the bio and image information, and starting to blast out wild content. We posted multiple times a day on each platform, using Spidey's unhinged personality to create hilarious memes and short-form video concepts that very quickly gathered attention.

The campaign resulted in an incredible earned media success for Dunkin'. In just one week, Spidey D posted 28 times across all social channels, delivering on Dunkin' social:

Over 700K shares

Over 30K comments

Over 2.5MM engagements

Over 100K new followers

In addition to our 28 posts, we also commented over 1,000 times as Spidey D across social, responding to followers and proactively engaging with other accounts.

This campaign also got incredible pick-up from influencers, PR, and TV, generating an additional 2.9 billion earned impressions from articles on the Wall Street Journal, the Today Show, USA Today, Complex, the Late Show with Stephen Colbert, and many more. 

Ultimately, the results was the best selling year ever for Dunkin's spider donut, and on top of all that, this campaign was executed with zero dollars in paid media and a production budget of less than $5,000.