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Dunkin’ Donuts turns to Vine to strengthen consumer relationship

Dunkin' Donuts

Dunkin’ Donuts has launched a Vine contest that challenges fans to show how its iced coffee puts a spring in their step.

Consumers can participate in the Dunkin’ Donuts’ “Running on #IceDDby submitting a Vine video with the hashtag #iceDD. As part of the contest, Dunkin’ Donuts is giving away six $100 mGifts and one grand prize winner will win free iced coffee for a year.

“A best practice for us across all of our social media platforms has been to first listen and learn how our fans prefer to engage with us,” said Scott Hudler, vice president of global consumer engagement at Dunkin' Brands, Boston.

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“Leading up to launching our Vine account, we spent a lot of time on Vine and closely looked at the content our fans were creating,” he said. “This approach helped us to build out our strategy for our official launch, plus our content and engagement strategy moving forward.

“For our Runnin’ on #IceDD Vine Contest, the strategy is to celebrate how Dunkin’ Donuts Iced Coffee puts a spring in your step. We frequently hear from our guests that they rely on Dunkin’ Donuts Iced Coffee to keep them going, or give them a pick-me-up when they need it. Inspired by guest behavior of documenting their Dunkin’ visits and Iced Coffee cravings on Vine, we decided to launch our account with a contest themed around Iced Coffee.”

Driving innovation
This is Dunkin’ Donuts’ first Vine contest.

Lately, the coffee giant has been dipping its toes in the mobile social space.

Earlier this year the company rolled out its “UpgraDDe Your Sandwich” sweepstakes and gave Twitter and Instagram fans a chance to trade up their sad, homemade sandwiches for a Dunkin’ Donuts Bakery Sandwich.

Dunkin’ Donuts also used Twitter to give fans the chance to guess the brand’s newest K-Cup packs flavor.

With each guess using a special hashtag, the coffee beans covering the @DunkinDonuts Twitter profile slowly disappeared, unveiling new Caramel K-Cup packs.

For this latest campaign, Dunkin’ Donuts is smart to use Vine.

The app is becoming all the rage amongst marketers and consumers and further lets the company continue an ongoing dialogue with new and existing customers.

“Vine offers a new and exciting way for our guests to share moments from their lives with their friends. We noticed that our guests were capturing their interactions with Dunkin’ in an engaging and creative way their videos inspired us to launch our account on Vine,” Mr. Hudler said.

“Following our Runnin’ on #IceDD Contest, we will continue to create Vine videos that offer our fans a fun pick-me-up,” he said. “We’ve been enjoying seeing how you can maximize the six seconds to share something unique about Dunkin’ in a new way.

Going forward Dunkin’ Vine videos will feature a mix of contests, fan favorite menu items and the occasional behind-the-scenes peek at its office and fun events going on.

“Social promotions available on mobile applications will continue to be an important part of our overall marketing efforts now and in the future,” Mr. Hudler said. “Part of why these programs are particularly important to our brand is that we understand our busy guests are always on the go, so we know that they are increasingly reliant on their mobile devices to keep them running.

“Our team has a deep understanding that mobile and social platforms go hand-in-hand ,and as a result we like to engage with our fans through both platforms,” he said.

“Now with the addition of Vine to our ever-growing suite of social media channels, we look forward to easily continuing and increasing conversation with our fans through the Vine app on mobile devices.”

Associate Editor Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.

 
Related content: Content, Dunkin Donuts, Scott Hudler, Vine, social media, mobile marketing, mobile

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