Dunkin’ and Priceline Hitch a Ride With OnStar

Dunkin’ Donuts and Priceline.com will be among the first brands to begin geo-locating and marketing to drivers of General Motors vehicles through their OnStar systems. The new commercial engagement feature—AtYourService—will be introduced by GM this week at the Consumer Electronics Show (CES) in Las Vegas.

GM has enlisted a roster of other partners to provide value-added deals and services to drivers on the road. RetailMeNot and Entertainment book will supply retail coupons, Parkopedia will deliver data on parking, and Audiobooks will supply e-book content. Priceline will focus on hooking travelers up with hotel rooms. When a driver of a GM vehicle with OnStar requests directions to a location, applicable deals are delivered to them from AtYourService partners.

The service will be available throughout the U.S. and Canada, where OnStar annually receives more than 35 million requests for directions and supports more than 53 million mobile app interactions. In a pilot test of Priceline, nine out of 10 OnStar subscribers who made last-minute hold reservations while driving said they would do so again. “This is a growing segment of our business,” said Randy Schartner, president of the Priceline Partner Network.

“Our hope,” said OnStar Consumer Online Officer Mark Lloyd, “is that this will transform the way businesses and consumers interact in connected vehicles.”

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