Dunkin' Donuts ran a campaign on Facebook and Twitter to promote their Coolatta drink in June 2009. The campaign goals were to attract customers to Dunkin' Donuts and their social media pages, and keep customers engaged without overwhelming them. Dunkin' Donuts used Facebook to launch the Coolatta and had customers post pictures with the drink on Twitter to enter daily and grand prize giveaways, including air conditioners, gift cards, and electronics. The evaluation found that using limited social media and unique contests was an effective way to drive traffic and create loyal customers.
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Dunkin Donuts India - Event & Activation Strategy IdeaSoumitra Roy
The following is an Event and Activation Strategy idea presentation for Dunkin Donuts India made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi
Under the campaign “America Runs On Dunkin” we were to design ads and a tag for Dunkin Donuts. Establishing new opportunities for consideration of DD products this campaign was entertaining—it would become engaging.
For my PR project, I worked on creating a PR campaign for an Ice Cream company called Nice Ice. They were looking to regain their target demographic and compete in the ice cream market, alongside Cornetto and Ben and Jerrys.
Dunkin Donuts India - Event & Activation Strategy IdeaSoumitra Roy
The following is an Event and Activation Strategy idea presentation for Dunkin Donuts India made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi
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Similar to Dunkin Donuts Social Media Campaign (20)
2. Purpose of the Campaign To promote the Coolatta Attract traffic to Dunkin’ Donuts and their fan page
3.
4. Unique and fun ideas attract more peopleWith the use of giveaways and prizes, you attract a wider audience! Who doesn’t love FREE stuff!? Objectives
5. GOAL: To keep consumers engaged,but not overwhelmed, and to helpcreate a longer term relationship!
6.
7. 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!
8. Evaluation Methods used by Dunkin’ Donuts Less is actually more-onlyused 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
