29.06.2009
Dunkin' Donuts sweetens Dunkin' Run campaign with mobile
Dunkin' Donuts has rolled out new interactive Web tools and an iPhone application to create a social group ordering experience for its customers as part of the Dunkin' Run campaign. The company is promoting its coffee and baked goods with wired and mobile Web sites and an iPhone app that will let customers solicit and place group orders, thus encouraging a viral element with the goal of driving traffic to its stores. "Runners" can initiate a group order at http://www.dunkinrun.com using their computer, http://m.dunkinrun.com on their mobile device or via the app, which is available as a free download in the iTunes App Store. "Our campaign theme is America Runs on Dunkin’, we provide food and drink for busy, on-the-go people, so portability is built into all of our product propositions, and Dunkin’ Run is a great extension of that," Cynthia Ashworth, vice president of consumer engagement for Dunkin’ Donuts. The company has more than 8,800 restaurants in 31 countries worldwide. In 2008, Dunkin' Donuts' global system-wide sales were $5.5 billion.
The Dunkin' Run campaign features interactive alerts that are sent to a consumer's list of friends or coworkers, telling them when a trip to Dunkin' Donuts is planned along with a personal message inviting them to place an order online. Invitees can view the Dunkin' Donuts menu to place their order, and registered users can select from their own personal list of favorites and/or previous orders. All Dunkin' Donuts core foods and beverages are presented using interactive product images to let consumers personalize their order.
Fonte: Mobile Marketer
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