Foursquare and Facebook Places anchor New York-area promotion.
Dunkin' 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."
"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."
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
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.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.