Dunkin Donuts: Whats Your Flavor?

Dunkin Donuts, the nationally known coffee empire recently conducted a series of social media contests with their ever so yummy Coolatta's. Coming in all kinds of flavors, Dunkin wanted to know what their customers enjoyed most.

Dunkin's Tropicana Orange Coolatta

 To find out the choices of their customers Dunkin created a competition on Facebook for participants to take pictures with their Coolatta of choice, post it on their Facebook and make it their profile picture. Within one week DD's fan page grew by 200,000 fans.

Since 2009 when DD lauched its original competition, they have started a program for "fan of the week" this allows all Dunkin Donut fans the chance at winning free stuff and acknowledgment from the company.

 During their run of contests, Dunkin was able to gather valuable marketing information through their social media tools. They were able to gather emails, demographic locations and product popularity all from a simple photo contest! They continued these contests while partnering with other companies such as Pandora    not to generate income but to gain awareness to their brand. In turn revenue was moist likely generated but the purpose was not intended for profit.

 Dunkin Donuts Social Media Strategy

Objectives: Dunkin's social media objective is to gain awareness to their brand and get to know their customers. Dunkin wants to work to please their customers the first time and not have to repair the relationship later on.

Issues/ Opportunities: The DD empire has the opportunity to gather the attention of 7 million plus fans on their Facebook page, they should use that as their advantage. Sending out posts and asking for customer reviews is a great way to do so.

Strategies- Dunkin's strategy is to get inside their customers minds. They want to know what, why, how and where they are purchasing their coffee and what Dunkin can do to help.

Tactics- There is nothing better then winning a free cup of coffee or donut and Dunkin has realized that. Their tactic is to ask customers to come to them by giving away gift cards or free coffees.

Measurement- Dunkin measures their success by how much demographic, consumer, and preference information they receive.   

I RUN ON DUNKIN xo* -Dionna