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Dunkin’ Donuts continues Waze partnership, driving bricks-and-mortar sales through celebrities

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September 1, 2015

Rob Gronkowski is the new Dunkin' Donuts brand ambassador

Rob Gronkowski is the new Dunkin’ Donuts brand ambassador

Reflecting Dunkin’ Donuts commitment to navigation application Waze and mobile’s potential to reach nearby drivers, the chain has updated its existing campaign with the voice of Rob Gronkowski to drive users into locations.

Football fans will now be able to combine their excitement for the start of this year’s season with their love of the popular autumn collection of coffees from Dunkin’ Donuts through Waze. Dunkin’ is capitalizing on these two trending topics during the fall season by allowing Waze users to select New England Patriots player Rob Gronkowski as their navigation voice, who will notify them when near the retailer’s bricks-and-mortar locations.

“We know our guests are always on-the-go and constantly connected through their mobile devices,” said Nick Dunham, director of media Dunkin’ brands. “Our mobile technology provides our guests with new levels of a convenience and speed to keep them running on Dunkin’.

“Dunkin’ Donuts partners with celebrities who naturally resonate with the brand and our customers,” he said. “As an avid Dunkin’ Donuts Iced Coffee drinker and New England sports star, Rob Gronkowski is a perfect addition to our brand, and we look forward to continuing our partnership with him for fun, light-hearted campaigns similar to Waze.”

Mobile touchdown
The coffeehouse chain is hoping to drive sales during this year’s fall season by leveraging the popularity of Mr. Gronkowski and its fall flavor lineup such as the classic Pumpkin Spice Latte. Dunkin’ Donuts is attempting to make the most out of fall marketing, and spike up sales.

Waze users can change their settings and have the well-liked football player announce their navigation directions, rather than the standard computer voice. Throughout their route, the pre-recorded clips from Mr. Gronkowski will notify them when a Dunkin’ Donuts location is on their path or nearby.

IMG_5392
Dunkin’ Donuts locations are shown on the navigation app

The option is a part of the free app for no charge, and allows users to have fun with the app and Dunkin’ Donuts. The feature can effectively drive sales as consumers will be reminded of favorite Dunkin’ products, encouraging impulse purchases.

It can also help Waze increase installs, as the app allows for a more playful and unique experiences compared to other navigation programs, serving a seamless interface along with numerous extra travel information.

IMG_5391
Users can select Rob Gronkowski to voice their directions

The emphasis on football is continued by Dunkin’ Donuts with its newest product, the Tailgater Sandwich featuring an egg, cheddar cheese, onions, roasted red peppers, smoked sausage and Ancho Chipotle sauce on a French roll.

Dunkin’ campaigns
Dunkin’ Donuts had a similar campaign combining sports and seasons. The retailer addressed consumers’ summertime infatuation with baseball, cool drinks and free stuff in a new mobile game giving residents of Massachusetts and New Hampshire a chance to win daily prizes by “scratching” off a virtual Mango Passion Fruit Coolatta drink (see more).

The coffeehouse also dispersed mobile gift cards to winners of its social media sweepstakes and offered a coupon to application users ahead of back-to-school season, proving it has the wherewithal to dethrone Starbucks as a food and beverage leader in mobile (see more).

“By leveraging our partnerships with both with Rob Gronkowski and Waze, we provide our New England customers a fun way to interact with our brand, as well as to introduce the newest item to our sandwich lineup, the Tailgater,” Mr. Dunham said. “We are excited to share a unique experience with our guests while helping them navigate through traffic and help them locate the nearest Dunkin’ Donuts locations along their route.”

Final take
Brielle Jaekel is editorial assistant at Mobile Commerce Daily 

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Brielle Jaekel is staff writer on Mobile Commerce Daily and Mobile Marketer, New York. Reach her at brielle@mobilemarketer.com.

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