What do you do when you have a space-themed beverage and absolutely no money for a media buy? You look beyond and create media space from space itself.

To launch Dunkin's Cosmic Coolatta, we found four actual stars that are significant enough to appear on every modern star chart, then renamed them after fruity flavors and declared the "discovery" of a new constellation.

After the announcement, we held a viewing event in Dunkin's hometown, along the Boston waterfront. A special "billboard" actually moved and tilted over the course of the evening, staying perfectly aligned with the constellation's position. We even got a real astronomer to show up.