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Dunkin’ Donuts continues mobile push via location-based promotionBy
Dunkin’ Donuts is strengthening its mobile presence via a new campaign that lets coffee lovers check-in at participating locations to vie for prizes and a chance to be named “President of Dunkin’ Nation.”
The company is integrating foursquare and Facebook in the promotion. The location-based campaign is running through Sept. 23.
“Our goal with this promotion is to celebrate our passionate community of Dunkin’ Donuts fans,” said Dan Saia, vice president of consumer engagement at Dunkin’ Brands, Canton, MA.
“We hear from them everyday that Dunkin’ Donuts gets them running in the morning and keeps them going throughout their day,” he said. “We felt that this promotion was a great way to celebrate our fans for something they’re already doing – visiting Dunkin’ Donuts.
“Additionally, from listening to our dedicated community of fans on Facebook and Twitter, we feel there is no better way to recognize someone for their loyalty to the brand than to proclaim them the President of Dunkin’ Nation.”
Dunkin’ Brands Inc.’s Dunkin’ Donuts is a market leader in coffee, donuts, bagels and muffins, and claims to be the largest coffee and baked-goods chain in the world.
Consumers can participate in the promotion by registering for the contest on the company’s Facebook Page and selecting to check-in through the Facebook or foursquare app.
Registered users can the check-in once every hour – up to 10 times per day at participating locations.
Consumers can register to participate via Facebook
At the end of each week, the consumer with the most check-ins has the chance to be named the President of Dunkin’ Nation.
Throughout the promotion, users can check the leaderboard to see where they stand in the race.
“When developing social media promotions and contests, we always want to make them a fun and engaging user experience for our fans,” Mr. Saia said. “The typical Dunkin’ Donuts guest is busy and always on the go, which works well with location-based social networks like foursquare and Facebook, because it allows our guests to engage with us while they’re in our restaurants.
“The real-time nature of check-ins and public leaderboard, which is updated every five minutes, is a fun fan experience as well because it allows them to see where they rank in the top 50 as often as they want throughout the promotion,” he said.
“We understand that foursquare and Facebook location-based platforms have loyalists and think it’s more inclusive to include both in the program.”
Dunkin’ Donuts is giving away five grand prize presidential packages.
The prizes consist of a 50” LCD TV, a $200 personalized Dunkin’ Donuts Card, an exclusive t-shirt and a mug.
Additionally, anyone who checks in at least once each day will be automatically entered in the daily sweepstakes for a chance to win a $25 Dunkin’ Donuts card.
The company is increasingly seeing the potential of mobile and using it in their everyday initiatives.
In June, Dunkin’ Donuts tested consumer knowledge of its brand via an interactive mobile advertising banner that let them find out their coffee IQ, as well as learn more about the company.
The company ran in-app mobile banner ads within the New York Times iPhone application (see story).
Recently, Dunkin’ Donuts ran targeted campaign that not only promoted its Coolatta drinks, but let consumers find their favorite flavor.
The company ran interactive mobile banner ads within Pandora. The ads not only let consumers build their ultimate Coolatta drink, but also launch the company’s station within the iPhone app (see story).
Dunkin’ Donuts is looking to include more mobile and social campaigns in the future.
“Mobile and location-based promotions continue to be an important part of our social media efforts in the future,” Mr. Saia said. “Our busy guests are always on the go and we know that they’re increasingly reliant on their smartphones to keep them running.
“In addition to mobile and location-based programs, we love to surprise and delight our guests and the social media world,” he said. “Mobile and location-based promotions continue to be an important part of our social media efforts in the future.”
Rimma Kats is staff reporter on Mobile Commerce Daily, New York
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