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Dunkin’ Donuts lets users win prizes via mobile check-insBy
Dunkin’ Donuts is rewarding consumers who check-in via foursquare and Facebook Places through a new campaign that includes mobile, social media and email.
The company is running the “Get GifteDD” campaign through December. The campaign is taking place at 27 locations in New York, New Jersey and Connecticut.
“Mobile check-in programs like Facebook and foursquare present an opportunity to reward Dunkin’ Donuts’ loyal fans by doing something they are already doing – visiting Dunkin’ Donuts,” said Cathy Chavenet, New York-based field marketing manager at Dunkin’ Donuts.
“We foster a strong sense of community and celebrate our fans dedication to the brand in the New York area and realize that our guests are always on the go,” she said.
Check me in
Through the campaign, Dunkin’ Donuts is giving away more than 1,500 prizes.
To enter the sweepstakes, users can register on Dunkin’ Donut’s Facebook page and choose whether they want to check-in via Facebook Places or foursquare.
Once registered, users can check-in at a participating Dunkin’ Donuts location up to three times a day for a chance to win prizes.
If a consumer wins a prize, they are sent an email with details on how they can claim it.
The grand prize is a luggage package from Travelpro that is valued at $1,000.
Other prizes include gift cards from 1800Flowers, ski lift tickets, American Express gift cards, coffee and Dunkin’ Donuts merchandise.
Here is an example of an email consumers receive if they have won a prize
The campaign is running through Dec. 23.
The initiative follows a similar mobile check-in promotion that Dunkin’ Donuts ran earlier this year.
In August, consumers were encouraged to check-in up to 10 times a day at the company’s locations to compete in weekly challenges that rewarded users with the most check-ins.
Dunkin’ Donuts has recently been doing a lot in the mobile space in addition to check-ins.
The chain also recently used a mobile advertising campaign that involved a game to educate users about its new drinks (see story).
Many of Dunkin’ Donuts campaigns revolve around incorporating social media into mobile, showing the importance that social plays the medium, particularly with check-ins.
Mobile check-ins are an effective way for brands to educate consumers about their products while also driving in-store traffic.
“The goal of the check-in, Get GifteDD program in particular, is to give our loyal guests a chance to win great prizes every day, just by checking into Facebook or foursquare while at our restaurants in New York,” Ms. Chavenet said.
“While purchase is not required to participate, guests are engaging with the brand by checking into foursquare or Facebook Places while in the store,” she said.
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York
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