Home  › Social › Social Media
xmasdennis2

Dunkin' Donuts Runs Geo-Social Holidays Campaign

  |  December 2, 2011   |  Comments

Foursquare and Facebook Places anchor New York-area promotion.

dunkin-donuts22Dunkin' Donuts has extended its geo-social marketing push in the New York City area into the holiday season. Foursquare and Facebook Places users who check in at locations in 27 surrounding New York and New Jersey counties, as well as Fairfield County, CT, will be eligible to win from an allotment of 1,775 prizes.

In a promotion dubbed "Get GifteDD," winners will receive items like a $1,000 American Express gift card and prizes from 1-800-Flowers and Travel Pro Luggage. Participants can check in to the coffee brand's NYC metro locations three times a day as part of the initiative, which kicked off last week and runs through Dec. 23.

"We already have about 1,500 people registered," Missy Maio, New York metro marketing manager for Dunkin' Donuts, told ClickZ News today. "We've seen an equal amount of check-ins. We are seeing one check-in per person…There have been over 300 prizes won so far."

Dunkin' Donuts is pushing the initiative via an app on its national Facebook page, as well as through a New York metro-focused Twitter account.

"We are also using our media partners in the market for banners," Maio said. "We have banners up on local TV and radio [websites], trying to drive traffic."

During August, Dunkin' Donuts ran a national five-week campaign dubbed "Be The President Of Dunkin' Nation" on Facebook Places and Foursquare. Consumers who checked in via either app had the chance to win a 50-inch LCD TV, among a handful of other prizes. And the brand orchestrated a four-week promotion on Scvngr - another geo-social app - in October.

Maio sounded as if her New York team was just getting started with location-based marketing. "For 2012, we have a full calendar of different kinds of engagement activities on a monthly basis that correspond with what's going on with our stores," she said. "It just happens we were able to ride the coattails of the national 'President of Dunkin' Nation' campaign. We want to continue to give back to our most loyal and engaged guests in the New York area."

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...