DUNKIN' DONUTS / #DRESSEDD
30 October 2012
Seasonal Instagram campaign raises awareness of coffee chain's mobile payment app
- Brand
- Dunkin' Donuts
- Media Type
- Mobile
- Social Media
- Product Category
- Non-Alcoholic Drinks
- Leisure & Entertainment
- Country
- USA
- Source
- News
- Tags
- content
- mobile
- Payments
- Halloween
- seasonal
A new campaign for Dunkin' Donuts sees the food retailer using Instagram and Twitter to promote its special Halloween offers and mobile payments capability in the US.
The campaign encourages fans to tweet Instagram photos of their Dunkin' Donuts cup suitably decked out in a creative Halloween costume, using the hashtag #DresseDD for the chance to win a $100 Halloween-themed Dunkin' Donuts gift card. The gift cards, also decorated with seasonal Halloween cartoons, tie in neatly with themed menu items, such as the 'Boston Scream Donut' and pumpkin lattes.
Using the Dunkin' Donut App customers can purchase items simply by tapping their mobile Dunkin' Donuts Card and presenting the screen to be scanned. The app's gift application allows people to send virtual gifts by text, email and Facebook Connect, which enables fast easy gifting over the holiday season. The five winners of the competition will be announced on Halloween, judged on their creativity and seasonal spirit.
Contagious Insight /
This campaign represents a smart move for Dunkin' Donuts. It engages consumers well, not only encouraging creativity but also direct interaction with the brand and its products. Mobile and social media tie-ins are by no means a new phenomenon, but the campaign succeeds in exploiting a loyal fan-base and raising awareness of a useful service.
The Halloween theme may be predictable and a little kitsch, but the link back to the brand is consistent and neatly done, and the campaign is a strong attempt to bolster Dunkin' Donuts' move into the mobile payment arena, one which helps to eliminate a well-established pain point: queuing. Obviously, the app does not eradicate this in its entirety, as customers still need to go to the point of sale, but it is a strong step in the right direction.
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The campaign encourages fans to tweet Instagram photos of their Dunkin' Donuts cup suitably decked out in a creative Halloween costume, using the hashtag #DresseDD for the chance to win a $100 Halloween-themed Dunkin' Donuts gift card. The gift cards, also decorated with seasonal Halloween cartoons, tie in neatly with themed menu items, such as the 'Boston Scream Donut' and pumpkin lattes.
Using the Dunkin' Donut App customers can purchase items simply by tapping their mobile Dunkin' Donuts Card and presenting the screen to be scanned. The app's gift application allows people to send virtual gifts by text, email and Facebook Connect, which enables fast easy gifting over the holiday season. The five winners of the competition will be announced on Halloween, judged on their creativity and seasonal spirit.
Contagious Insight /
This campaign represents a smart move for Dunkin' Donuts. It engages consumers well, not only encouraging creativity but also direct interaction with the brand and its products. Mobile and social media tie-ins are by no means a new phenomenon, but the campaign succeeds in exploiting a loyal fan-base and raising awareness of a useful service.
The Halloween theme may be predictable and a little kitsch, but the link back to the brand is consistent and neatly done, and the campaign is a strong attempt to bolster Dunkin' Donuts' move into the mobile payment arena, one which helps to eliminate a well-established pain point: queuing. Obviously, the app does not eradicate this in its entirety, as customers still need to go to the point of sale, but it is a strong step in the right direction.
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