Dunkin speeds up with mobile tool

Dunkin' Donuts has long positioned its restaurants as a breakfast option for Americans on-the-go.

Organization: Dunkin' Donuts
Campaign: Dunkin' Run
PR team: In-house, RF Binder
Launch: June 22
Budget: Undisclosed

Objective:
Dunkin' Donuts has long positioned its restaurants as a breakfast option for Americans on-the-go. This week the chain took that idea further by introducing tools to allow consumers to place orders online, as well as alert their friends and co-workers that they're planning a “Dunkin' Run,” so everyone can place their specific order. To launch the new features, Dunkin' embarked on an integrative marketing campaign to draw attention to these mobile applications.

Idea:
The Dunkin' Run idea was based on research that showed consumers wanted more mobile options for ordering, especially in large groups, said Cynthia Ashworth, VP of consumer engagement at Dunkin'. “We wanted to introduce technology but also make [the new features] more fun and more viral,” she added. “The Dunkin Donuts brand is already about busy people. So we knew we wouldn't have to retrain our consumers on how to engage with us.”   

Tools:
The in-house team worked with AOR RF Binder on the effort. It targeted bloggers that cover new technologies and lifestyle issues. Chris Brogan, Mashable, and Gizmodo were among the targeted bloggers who covered the new launch, said Ashworth. To create a word-of-mouth effect, the team sent its most frequent customers preloaded cards to try the new system for free.  The team also targeted traditional journalists in the company's hub of Northeast, near its Boston headquarters, as well as launching a new advertising campaign.

Measurement:
The campaign will be measured by site traffic and downloads. The team will also solicit feedback from franchise owners about customer feedback.

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