Dunkin' x
MTV VMAs

At Paramount, I sit on the Paramount Brand Studio team where I lead campaign strategy and development for custom content partnerships with Paramount's advertising partners. For the 2025 MTV VMAs, we launched a cross-platform partnership with Dunkin' to promote the new Strawberry Dragon Fruit Refresher, which included a :60 out-of-show branded content piece featuring comedian Meg Stalter that ran in show commercial time, which led into a :30 in-show moment followed by Meg's VMAs debut as a presenter. To amplify the in-show moment, we launched digital content across our MTV VMAs livestream, social content across MTV, the VMAs, and Meg's social handles, and additional linear lead-up promos teasing Dunkin's partnership with the VMAs. To top it all off, on show night, Meg took to the VMAs red carpet in a full Dunkin' themed outfit, which garnered social buzz and press pickup. 

 

Key Results:

• Dunkin' went viral for the activation, garnering millions of organic views and positive sentiment across linear, digital, and social
• Vogue Magazine named the partnership with Meg Stalter "one of the best moments of the MTV VMAs"