Dunkin Donuts Campaign <br /> Keep it Coolatta<br /> June 2009<br />
Purpose of the Campaign<br />To promote the Coolatta<br />Attract traffic to Dunkin’ Donuts and their fan page<br />
<ul><li>Less is MORE! Dunkin’ Donuts only used Facebook and Twitter to make Coolatta known in the market! They didn’t want to overwhelm the consumers with bombarding advertisements on every media channel.
Unique and fun ideas attract more people</li></ul>With the use of giveaways and prizes, you attract a wider audience! Who doesn’t love FREE stuff!?<br />Objectives<br />
GOAL:<br />To keep consumers engaged,but not overwhelmed, and to helpcreate a longer term relationship!<br />
The Specifics<br />DD used Facebook to get the product onto the market. <br />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. <br />Prizes included air conditioners, JetBlue vouchers, an iPhone, flat screen TV’s and more! <br />
Evaluation Methods used by Dunkin’ Donuts<br />Less is actually more-onlyused Twitter and Facebook <br />A well-planned strategy in mind is always needed<br />Using unique and fun ideas brings more traffic <br />The use of combining on-line and off-line experiences brings value and loyal consumers<br />