Dunkin Brand Fans Tweet for 599 Free Bags of Coffee
So how does Dunkin Donuts capitalize on National Coffee Day? They took a 3 pronged approach for consumers and gave us journalists something interesting related to food trends... we always want to know the latest trends!
Dunk Donuts Marketing Strategy
So rather than just a run of the mill tie-in to National Coffee Day, here are the 3 steps DD is executing that add more excitement to an event marketing program.
New Product Launch - Create new seasonal, limited time offerings Pumpkin Mocha and Pumpkin White Chocolate coffee and lattes.
In-Store Promotion - Drive customers to buy a Dunkin' Donuts' 16-ounce packaged coffee only $5.99, of course you create a sense of urgency by limiting the offer to September 29 and 30
Social Media - Generate buzz with your 175,000 brand fans with a Twitter sweeps. They are getting their fans to share with @DunkinDonuts on Twitter "How do you take your Dunkin' coffee?," via a hashtag #DunkinNCD. There will be 599 winners...get it? 599 winners and a promo price of $5.99?
@streeterultd I like mine with a lot of cream and sugar!Hahaha!
-- Dawn Rinaldi (@eventuallydawn) September 28, 2012
American Runs on Dunkin - Fuels Most Workers
Additionally, just earlier this week Dunkin' Donuts and CareerBuilder partnered to determine the latest coffee consumption trends brewing in the U.S. workplace and found food prep / service workers are the professions that need coffee the most. Rather than repeating the Dunkin survey, you can read all of the details on CAREERBUILDER AND DUNKIN' DONUTS SURVEY REVEALS PROFESSIONS THAT NEED COFFEE THE MOST.
I think the most critical learning from the research is this quote, according to Cynthia McIntyre, Vice President of Marketing & Communications at CareerBuilder, "There's a reason why coffee is a staple in the workplace. Workers report that coffee fuels higher energy and productivity, and serves as a means to socialize with colleagues."
So are Dunkin Twitter Promos the Digital Version of the Office Water Cooler?
So Dunkin realizes that America Runs on Dunkin and now they see that America Socializes on Dunkin! OK, so you say "Dom, you are getting to cute with your marketing insights".
Well, the reality is the really great brands know about the selling beyond just the features and benefits... they want to create product positioning that addresses the intangible, social and emotional components their brand represents. The Dunkin Twitter campaigns are a great way to create a "digital water cooler" hangout.