With the concept of marketing products through social media platforms still relatively new, many people are looking for success stories to get a better idea of how to do it effectively. One such story comes from Dunkin' Donuts and how they used a contest through Facebook and Twitter to market their new product, the "Coolata."
The company's goal was to gain access to "friends of friends" and to give recognition to, as well as reward, brand supporters. The contest consisted of customers buying any kind of "Coolata," taking a "cool" looking picture of yourself with the product clearly visible, then making that picture your profile picture on Facebook as well as posting on Dunkin' Donuts Facebook Wall. People who completed these steps were then entered to win all kinds of prize each day; winners were chosen at random.
The campaign generated a tremendous amount of buzz for Dunkin' Donuts. There Facebook Fan page now has over 800,000 fans and their Twitter account nearly doubled it's followers, increasing from 23,000 to 43,000.
The reason this ad campaign was so successful was due to many factors. First of all, it didn't feel like an ad campaign to consumers; it was fun and engaging and had a mix of on-line and off-line experiences for them. Obviously, whenever the people at Dunkin's sat down and came up with this idea, they did a fantastic job of carrying it through and thinking out all aspects of it. The cost for the campaign was minimal compared to the benefits they generated from it.
This is a pretty good idea!! I actually did not hear about this campaign because unfortunately we do not have Dunkin Donuts in France! But i am not surprised that such a campaign worked. Taking a picture and posting it on Facebook to win prizes is a fun and free idea. The clients of Dunkin Donuts loved it because they were participants; that is why, I think, it worked so well. Then, for all the people who were not aware of this campaign, they could learn about it by seeing more and more of their friends changing their Facebook profile picture by one from Dunkin Donuts, and then it became well-known by all. For the company, this social campaign was a totally free social marketing campaign all over the Facebook network. This was an ingenious and clever idea.
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