The new Keep it Coolatta campaign from Dunkin’ Donuts is really very lean forward. The campaign is the latest promotion to be run through their popular facebook group which currently has almost 830k fans.
Rather than using facebook simply as an extension of their offline campaigns, the Keep it Coolatta campaign integrates fully with the usage of facebook.
The image above shows the basic steps for the campaign, but this essentially consists of buying a Coolatta, taking of pic of yourself with it, posting it to your profile and winning rewards.
This is a really nice way of creating advocacy and essentially gaining access to friends of friends while helping brand advocates to feel rewarded and recognised. It’s completely non-threatening – you don’t need to provide friends details, or sign them up, just post a pic of yourself to win and your friends will naturally see it.
It also demonstrates some really good thinking about how to join offline and online campaigns and when viewed in context with their separate new service Dunkin Run which allows people to manage coffee runs via mobile or web, it demonstrates that they really get this media.
What these campaigns show - as well as the other work Dunkin Donuts are doing with twitter and youTube - is that they are looking to facilitate a connection and relationship between friends whilst not appearing to be trying to own it – a key requirement that some brands still don’t get.
Whilst the Keep it Coolatta campaign does not in itself have longevity, it would appear that the continued promotion to their fans through innovative campaigns provides an an element of dial-up and dial-down within their social media platform – keeping consumers engaged but not overwhelmed and helping to create a longer term relationship.
Loyalty doesn’t need a points programme to be successful – what it needs is a consistent approach to attract, retain and motivate consumers. It would appear that Dunkin’ Donuts are doing this very well and learning fast.
This programme gets an overall lean forward rating of 4 with the weaker area being that it doesn’t have a totally cohesive pull though in terms of longevity that really links all their activities. This point aside though, this is a great campaign.
| Score (0-5) | |
| Encourages Acquisition | 5 |
| Drives Repeat Purchase | 4 |
| Programme Longevity | 3 |
| Brand Alignment | 4 |
| Creates Excitement | 4 |
| Enables Interaction | 5 |
| Overall Lean Forward Score | 4 |
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