@dunkin
Instagram · Carousel
@dunkin the rumors are true… COFFEEISFREE!!! EDIT: All 1 million codes have been redeemed! Follow for more code drops in the future! 🚨 Promo Code valid on 5/19. Free Coffee Certificate valid for 7 days after promo code entry. Cold Brew and Extra-Large Hot Coffee not included. Limit 1 per customer. One million codes available. Additional terms and exclusions may apply.
Performance
Video #29773 · Carousel
[01]
This is a promotional image from Dunkin' featuring a cup of their iced coffee behind a graphic of prison bars. A text overlay at the top prompts viewers to 'swipe to free coffee,' gamifying the experience of claiming a promotional offer.
[02]
[03]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 35%
swipe to free coffee...
Verbal hook · 30%
the rumors are true… COFFEEISFREE!!!
Visual hook · 35%
An unexpected and surreal visual of a cup of iced coffee trapped behind prison bars, creating a pattern interrupt and immediate curiosity.
[06]
Steal this for your own video
A trapped behind — .
[07]
The promise the opener makes, and how the video pays it back
Hook
The entire post functions as a hook. It uses a direct command ('swipe') and a high-value promise on a single static image, creating the illusion of an interactive carousel to trick the user into attempting an action.
Payoff
The true payoff or resolution is deliberately withheld from the visual component and is delivered exclusively in the caption, rewarding the user who investigates why the swipe action failed.
[08]
The structural pattern this video runs on
Framework
The Static Swipe Bait
This framework uses a single, static image designed to look like the first slide of a multi-slide carousel. It explicitly prompts the user to 'swipe,' creating an interactive expectation. The user's failed attempt to swipe generates curiosity and drives them to the caption to find the actual information or payoff.
The Interactive Illusion
A single slide presents a visual metaphor of a desired item being 'trapped' and combines it with a text overlay prompting the user to perform an action (swipe) to 'release' it. The inability to swipe serves as the core engagement mechanic.
the rumors are true… COFFEEISFREE!!! EDIT: All 1 million codes have been redeemed! Follow for more code drops in the future! 🚨 Promo Code valid on 5/19. Free Coffee Certificate valid for 7 days after promo code entry. Cold Brew and Extra-Large Hot Coffee not included. Limit 1 per customer. One million codes available. Additional terms and exclusions may apply.
call-to-action · photo_0
swipe to free coffee...