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Domenick Celentano

How Dunkin Donuts Succesfully Uses Twitter for New Product Launches

By February 5, 2013

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Dunkin Donuts is executing a new product launch on Twitter for their new dark chocolate beverages and as theDunkin donuts Brownie Batter Donut with Dark Chocolate Mocha Beverage company says "Dunkin' Donuts is putting a decidedly "dark" spin on Twitter promotions"... haha.

The sweeps are called  "Dunkin' After Dark," and the hook or differentiator it is held entirely after dark. So ever day after 6pm from Monday Feb 4 through Friday Feb 8 DD will pose a new question wrapped around their dark chocolate beverages. So today's question is "Share the best place 2 enjoy DD Dark Hot Chocolate" and followers use the hashtag #DDDark & #entry . Followers tweet their guess before midnight for the chance to win a $50 Dunkin' Donuts mGift each night.

Dunkin' After Dark is a continuation of a flow of Twitter sweeps that keep their customers engaged. Everyone talks about "engagement"... the heavy lifting is if you want to engage your customers, you have to be "out there" frequently. No one shot successes will happen... unless you are PSY the Gangnam Style phoneme! Dunkin is out there almost every week with new product launches, the most recent was their $2.99 Bakery Sandwich value offer with the "UpgraDDe Your Sandwich" promotion. People took pictures of really sad sandwiches and sent them to DD on Twitter or Instagram for the chance to win Dunkin' Donuts mGifts.

So How Can You Use Twitter to Launch New Products?

Well you can read Not Sure How to Use Twitter for New Product Launches or see how Pretzel Crisps Uses Twitter, Pretzel Crisps( @pretzelcrisps) uses Twitter in a very interesting and effective way to execute a Social Sampling campaign.

You can also follow Dunkin Donuts to get some inspiration... I cut a video about Research By Driving Around so think of this as Research by Tweeting Around!

How Are You Using Twitter For New Product Launch?





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