Dunkin' Donuts launches location-based campaign targeting Boston sports fans
Coffee chain Dunkin' Donuts is running a location-based mobile marketing campaign in the greater Boston area throughout this month. Consumers who use the Scvngr mobile app to complete challenges can win rewards from Boston professional sports teams, such as discounted merchandise or free T-shirts.
The initiative is part of the coffee company's “Caught Cold” campaign, which rewards Bostonians seen drinking Dunkin' Donuts Iced Coffee in public with tickets to Boston Bruins or Celtics home games, team gear or special Dunkin' Donuts cards.
“The Scvngr campaign provides a unique opportunity to capitalize on the existing behavior of our guests checking in at our restaurants, and providing them with the opportunity to engage with a fun and interactive mobile experience, as well as the opportunity to earn special rewards from their favorite Boston sports teams,” said Ben Smith, interactive marketing manager at Dunkin' Donuts, via e-mail.
Challenges include taking a picture of the ice left over from an iced coffee or recording a pep talk to be sent to Boston Bruins players before a game.
Consumers can redeem their rewards at the TD Garden Boston Bruins Pro Shop via a “watermark-based secure redemption service built into the game,” said Chris Mahl, SVP and chief brand alchemist at Scvngr.
Consumers can also share their participation in the challenges through Facebook and Twitter, said Mahl. Neither Dunkin' Donuts nor Scvngr will collect consumers' personal information through the campaign.
Mahl said the campaign is targeting Bruins and Celtics fans because of the increased likelihood of their participation.
Dunkin' Donuts is marketing the campaign with an e-mail blast to members of the DD Perks rewards club in the Greater Boston area, the company's social media channels and in-store signage, said Smith.