Dunkin’s Donuts has introduced a new online ordering form in a move to create viral marketing.
The goal of the new campaign is to make ordering easier and to take the concept of “A Dunkin’ Run” — a trip to Dunkin’ Donuts — and make it a household term.
“It is all about making group ordering more efficient, more fun and more viral,” Cynthia Ashworth, VP of consumer engagement at Dunkin’ Donuts. “We wanted to use technology to make a better experience and make it more engaging to consumers.”
The new order form, which can be accessed online, as well as on mobile phones, lets users tell their friends and co-workers that they are going on a “Dunkin Run.” Users can invite friends to place their orders by a designated deadline via e-mail.
At the time of the deadline, the orders are collected and then sent back to the runner via e-mail. They can print this out and take it into a store and hand over the order form to the clerk in the store.
To promote the new service, Dunkin’ Donuts is using Facebook, Twitter and e-mails to opted-in customers. In addition, there is TV, out-of-home, radio and online in specific urban markets, including Boston and New York.
“We wanted to create more positive feeling about the brand, by giving customers a tool that gives them control,” said “It has a nice viral component; it allows people who want to go to Dunkin’ to invite their friends along.”
The campaign was a joint collaboration between Hill Holliday, Dunkin’ Donuts AOR and Studiocom, the brand’s digital agency of record.
