The new Valentine’s Day virtual Dunkin’ Donuts Cards are available in several designs featuring the brand’s heart-shaped donuts or sayings such as “You are the Turbo Shot to My Heart.” Dunkin’ Donuts mobile cards can be sent via email, SMS or Facebook through the mGift feature on its mobile application.

“We take a 360-degree approach to our overall marketing strategy, and our mobile efforts are one of the ways that we are celebrating Valentine’s Day with our busy, on-the-go guests,” said Scott Hudler, vice president of global consumer engagement for Dunkin’ Brands, Canton, MA.

“Whether they want to surprise their sweetheart or enjoy a pick-me-up to keep themselves running on Valentine’s Day, sending an mGift or using a virtual Dunkin’ Donuts Card stored on the Dunkin’ App to pay for their order can save guests time in-store,” he said.

“We also believe there’s something sweet and thoughtful about sending someone a surprise pick-me-up with a Valentine’s Day mGift to keep their day going up through their evening plans.”

Sweet treats
Virtual Dunkin’ Donuts cards sent via the brand’s app can be redeemed directly from a mobile phone at more than 6,000 participating Dunkin’ Donuts locations in the United States.

The mobile gift cards can also be added directly to the Dunkin’ mobile app, reloaded right from the phone and used as a fast, convenient way to pay.

To promote the mobile gift cards, as well as Dunkin’ Donuts heart-shaped donuts, the brand will share Valentine’s Day content all this week via its social media outlets, including Facebook, Twitter, Instagram and Twitter.

For example, Dunkin’ Donuts has created a “DD Love” Pinterest board that will provide inspiration on the small ways users can surprise the people in their lives leading up to Valentine’s Day.

Fans of Dunkin’ Donuts on Instagram and Pinterest are also being encouraged to share photos of how they are spreading the love with the hashtag #DDLove.

The brand will also introduce a sweepstakes for its Twitter followers on Feb. 13.

Mobile payments app
Dunkin’ Donuts introduced its mobile payments app last summer that lets consumers pay for purchases at the point-of-sale and send virtual gift cards via the mGift feature. The mobile payments app supports Visa, MasterCard, Discover, American Express and PayPal (see story).

Last year, the company upgraded the app to include location-based offers that are scanned at the point-of-sale (see story).

Additionally, Dunkin’ Donuts has continued to roll out marketing campaigns to support the app.

For instance, the coffee giant ran a mobile advertising campaign in November that used banner ads that led users straight to Apple’s App Store to download the app (see story).

“Virtual Dunkin’ Donuts Cards have been popular with our guests,” Mr. Hudler said. “Giving an mGift via the Dunkin’ App is fast, convenient, and fun with the range of virtual Dunkin’ Donuts Card designs offered.

“In addition to the Valentine’s Day theme, we also offer a number of seasonal and limited edition Dunkin’ Donuts Cards that can be used personally, or sent as an mGift.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York