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Dunkin Donuts Social Media Campaign

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Breeanna Wiley

Dunkin' Donuts ran a campaign on Facebook and Twitter to promote their Coolatta drink in June 2009. The campaign goals were to attract customers to Dunkin' Donuts and their social media pages, and keep customers engaged without overwhelming them. Dunkin' Donuts used Facebook to launch the Coolatta and had customers post pictures with the drink on Twitter to enter daily and grand prize giveaways, including air conditioners, gift cards, and electronics. The evaluation found that using limited social media and unique contests was an effective way to drive traffic and create loyal customers.

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Dunkin Donuts Campaign Keep it Coolatta June 2009
Purpose of the CampaignTo promote the CoolattaAttract traffic to Dunkin Donuts and their fan page
Less is MORE! Dunkin Donuts only used Facebook and Twitter to make Coolatta known in the market! They didnt want to overwhelm the consumers with bombarding advertisements on every media channel.
Unique and fun ideas attract more peopleWith the use of giveaways and prizes, you attract a wider audience! Who doesnt love FREE stuff!?Objectives
GOAL:To keep consumers engaged,but not overwhelmed, and to helpcreate a longer term relationship!
Dunkin Donuts Social Media Campaign
The SpecificsDD used Facebook to get the product onto the market. They used a combined strategy with Twitter and had consumers post a picture with the product as their profile picture to be entered into daily giveaways and grand prizes. Prizes included air conditioners, JetBlue vouchers, an iPhone, flat screen TVs and more!
Evaluation Methods used by Dunkin DonutsLess is actually more-onlyused Twitter and Facebook A well-planned strategy in mind is always neededUsing unique and fun ideas brings more traffic The use of combining on-line and off-line experiences brings value and loyal consumers
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Dunkin Donuts Social Media Campaign

  • 1. Dunkin Donuts Campaign Keep it Coolatta June 2009
  • 2. Purpose of the CampaignTo promote the CoolattaAttract traffic to Dunkin Donuts and their fan page
  • 3. Less is MORE! Dunkin Donuts only used Facebook and Twitter to make Coolatta known in the market! They didnt want to overwhelm the consumers with bombarding advertisements on every media channel.
  • 4. Unique and fun ideas attract more peopleWith the use of giveaways and prizes, you attract a wider audience! Who doesnt love FREE stuff!?Objectives
  • 5. GOAL:To keep consumers engaged,but not overwhelmed, and to helpcreate a longer term relationship!
  • 7. The SpecificsDD used Facebook to get the product onto the market. They used a combined strategy with Twitter and had consumers post a picture with the product as their profile picture to be entered into daily giveaways and grand prizes. Prizes included air conditioners, JetBlue vouchers, an iPhone, flat screen TVs and more!
  • 8. Evaluation Methods used by Dunkin DonutsLess is actually more-onlyused Twitter and Facebook A well-planned strategy in mind is always neededUsing unique and fun ideas brings more traffic The use of combining on-line and off-line experiences brings value and loyal consumers