As a result of its social media strategy which is aimed at growing and maintaining a highly engaged global community of Dunkin’ Donuts fans, they work to consistently provide meaningful content and promote a two-way dialogue between the brand and our passionate fans. Its a fun brand, and its guests rely on it for coffee and donuts expect a little fun from us by making Dunkin’ Donuts part of their daily lives, either through status updates with pictures or questions or with fun challenges and sweepstakes tied to our marketing calendar initiatives. Dunkin Donuts is always evaluating new social media platforms where we can engage with our fans and celebrate how they’re running on Dunkin’. They’ve recently ventured into various mobile and location-based promotions, and they will continue to be an important part of our social media efforts in the future. They understand their busy guests are always on the go and are therefore becoming increasingly more dependent on their smartphones to keep them running. It is important that theirr team continuously develop mobile programs to allow our guests to connect with the brand even more. These programs, like our Foursquare application, are very exciting as they not only drive traffic to their restaurants, but they also encourage the guests to engage with the brand while actually inside a Dunkin’ Donuts restaurant. In the past, they’ve conducted multiple highly engaging mobile and location-based social media programs via outlets such as Facebook, Foursquare and Scvngr. Locally, building brand awareness and engaging guests in new markets, both domestic and international, has also been a key objective of our social media channels. They enlist regional and international partners to hyper-localize social media efforts and connect with local communities within their larger follower base who run on Dunkin’ and want to know about what is happening at Dunkin’ Donuts in their hometowns. Dunkin’ Donuts recently launched...
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