2. Purpose of the Campaign
To promote the Coolatta
Attract traffic to
Dunkin’ Donuts and
their fan page
3. Objectives
Ø 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.
Ø Unique and fun ideas attract more people
With the use of giveaways and prizes, you attract a
wider audience! Who doesn’t love FREE stuff!?
4. GOAL:
To keep consumers engaged,
but not overwhelmed,
and to help create a longer
term relationship!
5.
6. The Specifics
DD used Facebook to get the
product onto the market.
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.
Prizes included air conditioners,
JetBlue vouchers, an iPhone, flat
screen TV’s and more!
7. Evaluation Methods
used by
Dunkin Donuts
Less is actually more-only used Twitter and Facebook
A well-planned strategy in mind is always needed
Using unique and fun ideas brings more traffic
The use of combining on-line and off-line experiences
brings value and loyal consumers
