Dunkin' Donuts social giveaways urge customers to stay engaged

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Dunkin' Donuts social giveaways urge customers to stay engaged
Dunkin' Donuts social giveaways urge customers to stay engaged

As part of its ongoing “Get Dunk'd” social media marketing program, Dunkin' Donuts is launching promotions to get customers tweeting and Facebook chatting about the brand.

“We are really looking for ways that we can connect our brand with the people who want to be connected with us in a nontraditional manner,” said Missy Maio, senior field marketing manager for Dunkin' Brands Inc. Central Atlantic Region. “And we want to give back to our loyal customers who have signed up for our social media pages.”

Dunkin' Donuts is working with the New York-based Bottlerocket Marketing Group on these promotions.

One effort, which kicks off on Jan. 8 and runs through Jan. 28 in the New York metro area, attempts to motivate consumers to follow the brand on social networks by rewarding some with free tickets to see the Harlem Globetrotters.

To participate, customers must “like” the brand on Facebook or follow them on Twitter. They will then get access to a Get Dunk'd VIP card, which can be printed or downloaded to a mobile phone. Fans can use these cards to get prizes in the specific Dunkin Donuts locations in which the giveaways occur. The company will announce these locations over Twitter and through Facebook updates just prior to the giveaway date. These messages will indicate the exact time and location at which the giveaway will occur, encouraging consumers to follow the conversation, stay engaged and try to make it to those locations before the set number of prizes are claimed.

Dunkin' Donuts began the “Get Dunk'd” social media program last May, offering tickets to New York Yankees and Mets games, as well as to theme parks such as Six Flags and Dorney Park.  

Dunkin' is also using Twitter to promote its healthier menu options through the DDSMART Twitter contest. Twitter users are encouraged to tweet their New Year's resolutions with the hashtag #DDSMARTY for the chance to win a $50 Dunkin' Donuts Card. The brand will select one winner daily through Jan. 6.

“People can enter once per day, so that encourages them to come back every day,” said Kate Wentworth, VP, client operations at Bottlerocket Marketing.

Last month, the brand ran the “Get GiftD'D” campaign, in which customers who checked in to Dunkin' stores on Foursquare and Facebook Places were rewarded with prizes.

The company plans to continue these social media giveaways throughout 2012. Next month, the company plans to run a social media contest focused on Valentine's Day.

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