News

Dunkin’ Donuts mobile campaign targets Boston sports fans

March 3, 2011

Dunkin’ Donuts has launched a location-based mobile marketing campaign for fans of Boston sports teams. The Canton, Mass.-based company implemented the Scvngr mobile app to offer rewards, such as team T-shirts, game tickets and other merchandise, for customers who complete challenges.

According to Direct Marketing News, the local campaign is part of Dunkin’ Donuts’ “Caught Cold” campaign which rewards Boston residents who are seen drinking the chain’s iced coffee in public.
 
Challenges have included taking photos of empty Dunkin’ Donuts coffee cups and recording pep talks to be sent to professional sports teams prior to a game.
 
Rewards redemption is offered at the TD Garden through a watermarked secure service. Consumers are also encouraged to share their challenge stories via Facebook and Twitter.