Home  › Social › Social Media
flavorfull-twitter-sweeps-11

Dunkin' Donuts' Twitter Header Tracks Votes in Latest Promo

  |  December 3, 2012   |  Comments

The interactive header tallies votes for seasonal beverages in real time.

To celebrate its seasonal holiday beverages, Dunkin' Donuts has launched the Flavor-Full HoliDDay Coffee Twitter Sweepstakes with an interactive Twitter header that tracks votes.

This holiday, Dunkin' introduced its newest seasonal beverage flavor, White Chocolate, and brought back Peppermint Mocha and Gingerbread. As a result, it is asking its Twitter followers to share which flavor they think has the most holiday cheer.

And as a reward, from November 27 through December 3, followers who share their seasonal flavor preference will have a chance to win one of three daily $50 mGifts, or virtual Dunkin' Donuts cards that can be sent via email, text or Facebook through the Dunkin' mobile app.

The campaign includes a new - albeit temporary - Twitter header image with an interactive element. As fans vote, corresponding cups of iced coffee displayed on the header fill up in real time. Throughout the sweepstakes, fans can track which seasonal flavor is in the lead and Dunkin' will share which flavor won at the end of the promotion in the header and via tweet.

As of Friday, the White Chocolate and Peppermint Mocha cups were about half-full; Gingerbread was about one-quarter.

At the end of the campaign, the Flavor-Full HoliDDay Coffee header will be replaced by a static image. However, Dunkin' says it will retain the new header format and the brand will look for additional opportunities to incorporate interactive promotions.

In order to participate in the Flavor-Full HoliDDay Coffee Twitter Sweepstakes, fans must enter with one of three flavor hashtags - #DDWhiteChocolate, #DDPeppermintMocha or #DDGingerbread - and the hashtag #Entry.

According to the press release, Dunkin' had 183,000 fans as of November 27. On Friday, the brand had nearly 186,000.

"As we've grown our followers to over 185,000 now, we want to make sure [Twitter is] relevant and fresh," says Scott Hudler, vice president of global consumer engagement for Dunkin' Brands. "We didn't want to have a boring reskin or rebrand, we wanted to have something meaningful for the folks who follow us."

What's more, according to Dunkin', flavors are one of the top discussion points on Twitter whenever the brand launches new flavors. Hudler even jokes that Pumpkin probably needs its own Twitter handle based on the level of discourse it generates each fall.

Dunkin' worked with digital agency Studiocom on the campaign. However, Hudler would not reveal the magic behind what makes the cups fill up in real time.

"We do keep the technology fairly proprietary," Hudler says. "It's something we could leverage in the future."

According to Hudler, Dunkin' does about two Twitter promos a month. It also uses Twitter for listening and customer care.

Established in 1950, Dunkin' has approximately 7,000 U.S. locations that are primarily on the East Coast.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

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

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...