• by September 22, 2009

Our business is about winning every trip every day, customers have a lot of choices. Any social event needs to continue to foster the kind of relationship that defines passion. Collectively, there's enough trust and equity for the long term.

Hearts and minds: In 2007, started with Facebook and "Fan of the Week." More than buying breakfast, it's a critical start to the day, first cup of coffee. FB gave us another place to connect with our customers. "Fan" is face of DD's FB page. 160K late 2008 fans, now nearly 1M. This summer, "Keep It Coolatta" was way to continue brand advocacy. Fans voluntarily inserted the DD brand into their pages in a credible, organic way.

Motivations and behaviors: Dunkin' Run, group social ordering app, invite others in a run to DD on mobile, online, provides runner with easy ordering mechanism. "Simple app that standardizes behavior that is already happening." "Designed to solve a problem many don't realize they have."

Place and context, and communication: Create your own donut contest, part of integrated campaign to rekindle America's love of classic Dunkin' Donuts. Research showed top passion of fans was variety, eye candy in stores and then nostalgia, memory around sharing with family and friends. Insights have driven every aspect, TV, radio, outdoor, instore, online.

Frances Allen, Brand Marketing Officer, Dunkin’ Brands, Inc.,