Dunkin’ Donuts new mobile campaign engages consumers with a Halloween-themed contest and mobile gift cards, making use of mobile and social platforms Instagram and Twitter. The effort is designed to get consumers excited about Halloween themed menu items and to educate them about the brand’s new mobile payment options.
The mobile payment app – launched in August and available on iPhone and Android – lets consumers purchase beverages, food and merchandise at the point-of-sale.
To bring attention to the new mobile payment and gifting app, fans can purchase limited edition Mobile Dunkin’ Donuts cards, featuring several “unique Halloween themed designs.” Dunkin’ Donuts VP of global consumer engagement, Scott Hudler, told Mobile Marketer that the brand “is the only national coffee retailer to enable people to send virtual gift cards via text, email and Facebook Connect.”
The campaign also features a social media contest: participating fans can “dress up” their coffee cup for a chance to win a $100 Dunkin’ Donuts Card. To share photos of their cups in Halloween costumes, fans must use the hashtag #DresseDD when they tweet @DunkinDonuts or post to Instagram. Hudler sees the social media contest as a way of “putting our fans first” and providing an outlet for the brand’s “highly engaged, creative fans on both Twitter and Instagram.”
On Halloween, the brand will share the photos of five winners – selected for their “creativity and Halloween spirit” – who will receive their $100 gift cards.
The contest just adds incentive to what fans are already doing; according to Hudler, “Our fans regularly submit us photos of doodles on their coffee cups, so we felt this contest tied in perfectly with their loyalty and passion.” The brand hopes that this engagement will also remind fans about the Halloween-themed items on Dunkin’ Donuts menu.
Mobile is key for Dunkin’ Donuts, as brand that markets itself to consumers who are always on the go (and probably using their mobile phone.) “Mobile and location-based promotions will continue to be an important part of our overall marketing efforts in the future,” said Hudler. And to keep fans engaged, the brand plans to “continuously surprise and delight” them with unique content and promotions.
