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.”
GroupM predicts that global ad spend will top $547 billion next year, up from $524 billion this year. While television will still capture the biggest share of that 12-figure pie (41%), digital's share will grow from 31% to 33%.
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