Dunkin' To Make 'Create Donut' Contest Annual Event
A contest that Dunkin' Donuts says succeeded beyond its "wildest imagination" will become an annual event.
Frances Allen, brand marketing officer at Dunkin' Brands, told a crowded ballroom at the OMMA Global conference on Tuesday that the results of its "Create Dunkin's Next Donut" contest this year included engagement time online of more than nine minutes, 130,000 contest entries, 333,000 donuts created and 3 million Facebook impressions.
"It is a great example of crowd-sourcing," she said in her talk on "How Dunkin' Does Social." "Press coverage was huge during every phase."
The contest gave the winner, "Toffee for Your Coffee," $12,000 and a chance to have the donut sold in stores. Dunkin' encouraged donut designers to send their donuts to their Facebook friends and supported the contest with in-store POP and a three-day campaign.
"It was supposed to run longer," she said, "but the response was so great, there were more entries than we could handle." That abbreviated campaign included multi-messaging on Facebook, Dunkin' Dave on Twitter and an active PR effort.
Many finalists created their own Facebook fan pages -- and, said Allen, many become celebrities in their local markets.
The contest was part of Dunkin's integrated effort to "rekindle America's love of classic Dunkin' Donuts," she said, adding that research showed what most brand fans liked was the variety of donuts and then nostalgia. "Everyone has a memory around sharing donuts with family and friends." These insights have driven every aspect of Dunkin's marketing efforts, including TV, radio, outdoor, in-store and online.
0 comments on "Dunkin' To Make 'Create Donut' Contest Annual Event".
Leave a Comment
Recent Marketing Daily Articles
-
Mobile Important For Hispanic Shoppers May 23, 5:10 p.m.
Marketers looking to capture more of the growing Hispanic market in the U.S. would do well ... -
CoreBrand: Brand Favorability Low May 23, 4:33 p.m.
Brand consultancy CoreBrand says awareness isn't everything. Awareness is up across the board for the top ... -
Ford Launches European Campaign May 23, 1:36 p.m.
Ford of Europe is backing the 2013 UEFA Champions League Final football match and launching a ... -
Study: Social Media Driving CSR May 23, 11:32 a.m.
With tax evasion and third-world factory collapses dominating headlines, a new study on the role of ... -
Mondelez Goes Social, AR In Band-Tour Sponsorship May 23, 8:14 a.m.
In two firsts for the company, Mondelez International is using a fan as a social media ... -
Beer Category Grows Most In Brand Rankings May 23, 12:40 a.m.
Beer was the highest growth category in this year’s BrandZ rankings -- up 36% year-over-year, according ... -
Saks Soars; Target Misses May 22, 6:10 p.m.
It’s a buzzy week for retailers. While mass chains such as Target and Lowe’s say the ... -
Cricket Makes More From Less May 22, 4 p.m.
Prepaid wireless carrier Cricket Communications is taking direct aim at customers of the larger, post-paid companies ... -
Seattle's Best Promos New Drive-Thru Format May 22, 3:43 p.m.
Seattle’s Best Coffee has simultaneously opened 10 “drive-thrus” in the Dallas/Fort Worth area. This marks the ... -
Balance Bar Unveils 1st National TV Ads In 10+ Years May 22, 6:26 a.m.
Balance Bar -- one of America’s first nutrition/energy bar products (launched in 1992) -- is looking ...
Only problem with Dunkin "special" donut is it is OVER! Everyone loves Toffee Donut and it's gone now. : (
Kate LaFrance
HartfordWomanOnline.com