CANTON, MA: Dunkin' Donuts will host a live Twitter promotion on Black Friday to reward fans and mark the beginning of the holiday shopping season.
The company will give five consumers a single-cup Keurig Brewing System and a Dunkin' Donuts K-Cup Pack during the “DD Puts the ‘K' in Black Friday” Twitter contest, which will run from 6 am to 11 am on November 25. For a chance to win, consumers must tweet about how K-Cups keep them on the move during the holidays, using the hashtag #DDKCUPPACKS.
“We're always looking at new and unique ways to engage our fans and followers on both Facebook and Twitter,” said Jessica Gioglio, PR and social media manager at Dunkin' Donuts.
A team of seven staffers at Dunkin' Donuts and RF|Binder Partners, the company's AOR for six years, are reaching out to national print and broadcast outlets, as well as bloggers, to promote the initiative.
Gioglio said the company's social media accounts are usually managed internally, but RF|Binder supports the brand on special initiatives.
Dunkin' Donuts will tease fans about the event on Facebook and Twitter, and it will also post an entry about the contest on its blog before this Friday.
Gioglio said the effort will “give [consumers] something fun to do while they're waiting in line or running between stores” on Black Friday, as well as promoting the company's K-Cup single-serving portions.
Dunkin' Donuts will count the number of fans who participate in the contest and use the hashtag, but Gioglio said the company will also take other aspects of the promotion into account when evaluating its success.
The chain is also running a Facebook campaign, “The Great HoliDDay Giveaway,” in tandem with the Twitter promotion. Dunkin' Donuts is giving one fan per day a Keurig Brewing System, two pounds of Dunkin' Donuts packaged coffee, two boxes of Dunkin' Donuts K-Cup Portion Packs, and two Dunkin' Donuts mugs through December 14.