Keep It Coolatta

Whenever you think of Dunkin' Donuts, your first instinct is usually a given, donuts. Two summers ago, Dunkin' Donuts came up with a very successful campaign that helped create an image of incentives instead of donuts. By racking their brains, the marketing team came up with a campaign that involved offline brand experience with online social media promotions.

In June of 2009, Dunkin' Donuts introduced their newest addition to their line, the Coolatta. Dunkin' Donuts used a Facebook Fan Page strategy combined with some Twitter help, @dunkindonuts to promote the idea of the campaign and attract more traffic to the fan page. Their main idea was to gain access to friends of friends while helping brand advocates to feel equally rewarded and recognized. They came up with a campaign called "Keep It Coolatta". They utilized their Facebook Fan Page (which includes over 800,000 fans) and asked the consumer to post a photo of themselves with any Coolatta beverage to the fan page wall along with a caption that states #CoolattaGiveaway, and updated their profile with the picture. The prizes that were offered were iPhones, JetBlue vouchers, a flat screen TV and more.

While learning more about this campaign and the success that it brought, I believe that this proves that by using unique and fun ideas within your campaign, you potentially will attract a larger number of your target audience. Also, by combining on-line and offline experiences, you are bringing loyalty and opportunity to your customer instead of waiting on them to choose you.

Dunkin' Donuts is hoping that the campaign will inspire the masses on Facebook to participate in other upcoming campaigns, allowing them to stay in-touch with the consumer.