Dunkin Donuts approached TMI amongst other agencies to assist them with the launch of their first store in South Africa. As exciting as the launch was, we had the following constraints: limited budget and only 16 days to create a massive hype to get as many people in the queue as a possible on the launch day. Our challenge was to get the South African audience to personalise the brand to prevent them from viewing it as another American company intruding the market. The strategy for this was to create a challenge campaign which allowed South Africans to ultimately decide the opening date by engaging with the daily challenges which brought the launch day closer if the challenge was completed successfully by the public .We ran this campaign through 4 Digital platforms: Display, Facebook. Twitter and Google Search.