News
Dunkin' Donuts, Taco Bell launch Twitter contests
January 11, 2010
Quick-service brands continue turning to social media to increase their fan engagement. Two of the latest efforts are from Dunkin' Donuts and Taco Bell.
At Dunkin' Donuts, the company is celebrating the year-round popularity of its iced coffee, even during winter, with a month-long promotion. On Twitter, the brand will hold what it has dubbed "Twinter Games. Meanwhile, Dunkin's Facebook promotion transforms its "Fan of the Week" recognition, which honors a fan's photo posting, into "YeDDi of the Week."
The Twinter Games will offer "followers" of @DunkinDonuts on Twitter the chance to win a $50 Dunkin' Donuts Card to be awarded daily. Each of the three themed Twinter Games will be represented with an individual hashtag, including:
- #3WordsAfterIcedCoffee: From January 11-15, describe that perfect iced coffee in three words or less
- #MyIcedCoffee: From January 18-22, tell us how you like your iced coffee
- #IcedCoffeeTwitLibs: From January 25-29, get creative by including an iced coffee reference in a take off of a famous quote, song title, lyrics or movie line
Participants are asked to tweet entries to the Twinter Game of the week by including the game hashtag and directing tweets to @DunkinDonuts.
On Facebook, Dunkin' Donuts' YeDDi of the Week promotion plays on the infamous yeti (also known as sasquatch, big foot and the abominable snowman) and invites its Facebook fans to post their favorite winter picture of themselves enjoying an iced coffee to Dunkin' Donuts' Facebook Wall.
One person per week will have the honor of being dubbed YeDDi of the Week.
"Our legendary double-brewed iced coffee is a preference for many of our guests regardless of the season," said John Costello, chief global customer and marketing officer at Dunkin' Brands. "Engaging our iced coffee fans on Twitter and Facebook is a great way to celebrate their passion for the coffee that keeps them running throughout the year."
Dunkin' Donuts has been at the forefront in developing an innovative process for brewing iced coffee, which has set the standard for the industry. The unique process, called double brewing, uses twice the amount of coffee when making the beverage to achieve consistent flavor and freshness.
Taco Bell diet promo
At Taco Bell, the company is promoting its Drive-Thru Diet marketing effort, which highlights the low-calorie options available on its Fresco menu. Consumers are invited to visit the promotion's microsite and submit their Frescolution, a tongue-in-cheek poke at New Year's resolutions. Participants can then post their commitment on their Facebook page or enter a Twitter promotion.
In the Twitter contest, participants are invited to tweet their "e-couragement" to eat better during the year for an opportunity to win a year's worth of Fresco menu items, a $550 value. The contest is divided into 15 separate entry periods, with one of the top 10 most popular tweets chosen every two weeks for a total of 15 winners.
Participants must first register as a member of TacoBell.com for their tweets to be eligible. Popular tweets are determined by the number of re-tweets each receives. The top 10 tweets in each entry period are posted on the drivethrudiet.com microsite. The brand's Twitter feed, @TacoBell, also will tweet information about the top tweets and winners.
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