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Dunkin Donuts Social Media Campaign

J
jessicajunelee

Dunkin' Donuts ran a campaign in June 2009 to promote their Coolatta drink. The campaign objectives were to attract customers to Dunkin' Donuts and their Facebook page using only Facebook and Twitter, and to engage customers through unique and fun promotions like daily giveaways and grand prizes. Dunkin' Donuts used Facebook to launch the Coolatta and had customers post photos with the drink on their profile for a chance to win prizes including electronics and gift cards. The goal was to engage customers without overwhelming them and build long-term relationships.

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Dunkin Donuts Campaign Keep it Coolatta June 2009
Purpose of the Campaign To promote the Coolatta Attract traffic to Dunkin Donuts and their fan page
油 Objectives 油 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 people With the use of giveaways and prizes, you attract a wider audience! Who doesnt love FREE stuff!? 油 油
GOAL: To keep consumers engaged, but not overwhelmed, and to help create a longer term relationship!
Dunkin Donuts Social Media Campaign
The Specifics DD 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 Donuts 油 Less is actually more-only used Twitter and Facebook 油 A well-planned strategy in mind is always needed Using 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

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Dunkin Donuts Social Media Campaign

  • 1. Dunkin Donuts Campaign Keep it Coolatta June 2009
  • 2. Purpose of the Campaign To promote the Coolatta Attract traffic to Dunkin Donuts and their fan page
  • 3. 油 Objectives 油 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 people With the use of giveaways and prizes, you attract a wider audience! Who doesnt love FREE stuff!? 油 油
  • 4. GOAL: To keep consumers engaged, but not overwhelmed, and to help create a longer term relationship!
  • 6. The Specifics DD 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!
  • 7. Evaluation Methods used by Dunkin Donuts 油 Less is actually more-only used Twitter and Facebook 油 A well-planned strategy in mind is always needed Using unique and fun ideas brings more traffic The use of combining on-line and off-line experiences brings value and loyal consumers