Dunkin Donuts' adds interactive element to Twitter page

Nov. 28, 2012

Dunkin' Donuts has introduced three limited-time coffee flavors for the holiday season, including the new White Chocolate, as well Peppermint Mocha and Gingerbread. They are available as coffees or lattes.

To mark the launch, Dunkin' Donuts is hosting the "Flavor-Full HoliDDay Coffee Twitter Sweepstakes" from now through Dec. 3. The brand is asking followers to share their seasonal flavor preference for a chance to win one of three daily $50 mGifts.

Additionally, Dunkin' Donuts has added an interactive element by introducing its redesigned Twitter brand profile which allows fans to tweet which seasonal coffee flavor puts them in the holiday spirit with the designated hashtag of their choice: #DDWhiteChocolate, #DDPeppermintMocha or #DDGingerbread, along with hashtag #Entry.

While fans vote, corresponding cups of Dunkin' Donuts iced coffee displayed on the header image of the brand's official Twitter page will fill up. Throughout the sweepstakes, fans can track which seasonal flavor is trending and Dunkin' Donuts will share which flavor reigned supreme at the end of the promotion.

According to Scott Hudler, vice president of Global Consumer Engagement for Dunkin' Brands, the "Flavor-Full HoliDDay Coffee Twitter Sweepstakes" was inspired by the brand's interest in updating its Twitter brand page in a unique and engaging way.

"We saw the Twitter redesign as an opportunity to work closely with our digital partners to create something innovative for our growing community of 183,000-plus followers. Launching the 'Flavor-Full HoliDDay Coffee Twitter Sweepstakes' with our header photo capturing our fan's votes in real-time showcases our commitment to promoting a two-way dialogue with our followers, while allowing them a fun chance to win an mGift and keep themselves going during the busy holiday season," he said.

In addition to Dunkin' Donuts' hot and iced seasonal coffee and lattes, the brand is serving up a variety of holiday items. Available year-round at participating restaurants nationwide, Dunkin' Donuts' Mint Hot Chocolate features classic Hot Chocolate infused with a minty flavor. Dunkin' Donuts' new Peppermint Mocha and Hot Cocoa K-Cup packs are available at participating U.S. restaurants. Also, Dunkin' Donuts' Peppermint Mocha packaged coffee is available for a limited time only in an 8-oz. size at participating restaurants.

Dunkin' Donuts' new Red Velvet Drizzle Donut and Munchkins are glazed red velvet cake donut and donut bites with cream cheese icing drizzle. And, Dunkin' Donuts' new Holiday Star Donut features a star-shaped, Bavarian crème-filled donut topped with green icing and white star sprinkles.

Read more about social media promotions.

Topics: Customer Service / Experience , Marketing / Branding / Promotion , Online / Mobile / Social

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