Through the campaign, the company is giving away three daily $50 Dunkin’ Donuts mGifts. Dunkin’ Donuts mGifts are mobile gift cards that can be sent from the company’s mobile application through email, SMS or Facebook.

“We’re always communicating with our fans, and through this ongoing dialogue, we know they are extremely passionate about Dunkin’ K-Cup packs,” “Prior to offering Dunkin’ K-Cup packs in 2011, they were one of the top product requests on our social media channels.

“To continue this excitement and engagement, we’re offering followers of @DunkinDonuts a unique experience – to help us launch our newest Dunkin’ K-Cup pack flavor through the #NextDDkcup Twitter sweepstakes,” said Scott Hudler, vice president of global consumer engagement at Dunkin’ Brands Inc.

Mocial
Through this new “Next Dunkin’ K-Cup Pack Sweepstakes” effort, Dunkin’ Donuts is encouraging its Twitter followers to help the company reveal the newest K-Cup pack flavor.

The flavor variety will be revealed following the promotion and will be available for a limited time at participating Dunkin’ Donuts restaurants beginning in February.

To participate, consumers can tweet their guess daily for the brand’s newest K-Cup pack flavor, using the designated hashtag #NextDDKCup.

Throughout the sweepstakes, coffee beans covering the brand’s Twitter header image will disappear in real-time according to the volume of tweets that contain the special #NextDDKCup hashtag.

Those who enter have a daily chance to win one of three $50 Dunkin’ Donuts mGifts.

“Our team has a deep understanding that mobile and social platforms go hand-in-hand,” Mr. Hudler said. “As a result, we like to engage with our fans through both platforms.

“We appreciate how the new mobile-friendly Twitter profile pages allow us to reach both fans entering from their desktop and on their mobile devices,” he said. “We also integrated our Dunkin’ App with this Twitter sweepstakes by offering a $50 mGift daily to three lucky fans chosen from all valid entrants.

“To promote the #NextDDkcup Twitter sweepstakes, we’ve implemented a cohesive and integrated strategy that includes public relations outreach, social media support from our national channels as well as support from our individual local market social media channels.”

Ongoing efforts
Through this initiative, Dunkin’ Donuts is not only using social media to drive brand awareness and engage consumers, but also to promote its mGifts.

Mobile has played a big role for the company last year, especially with the release of its mobile payments application.

Now, the coffee giant is continually looking at new ways to inform consumers about it mobile app, as well as other key opportunities.

“Mobile and location-based promotions will continue to be an important part of our overall marketing efforts in the future,” Mr. Hudler said. “Part of why these programs are particularly important to our brand is that our busy guests are always on the go, so we know that they are increasingly reliant on their mobile devices to keep them running.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York