News

Dunkin' Donuts rolls fans' social media posts into ad campaign

October 9, 2013

Dunkin' Donuts has launched a new ad campaign — called #mydunkin — that for the first time leverages its fans' social media content.

Dunkin' Donuts searched through tens of thousands of posts to Facebook and Twitter to select the first fans to appear in six new television commercials that are based directly on their original social content. The first TV spots in the multi-million dollar advertising and marketing campaign will begin airing on Oct. 14.

As part of the campaign, Dunkin' Donuts has introduced the hashtag #mydunkin. The brand is encouraging people to use #mydunkin across social media channels to "share ways Dunkin' Donuts coffee keeps them running through their day," according to a news release. The #mydunkin hashtag will be featured throughout the campaign, which will be fully integrated across all media platforms, including television, radio, out-of-home, mobile, social, online and in-store.

"Every day our guests share through social media the many ways Dunkin' Donuts coffee makes a difference in their daily lives. We believe one of the best ways to demonstrate this passion is by giving our fans the opportunity to share their enthusiasm through their own words and stories. We are excited to put our guests in the spotlight by tapping into the social conversation through #mydunkin and using social media content as an advertising platform in such an organic and unprecedented way," said John Costello, Dunkin' Brands president of Global Marketing and Innovation.

The campaign was created by Boston-based Hill Holliday.

"We are celebrating Dunkin' Donuts guests and the brand's breadth of coffee leadership in an authentic, genuine way that reflects the changing media environment while driving deeper engagement between the brand and its loyal fans," said Chris D'Amico, group creative director at Hill Holliday.

Read more about social media initiatives.