Dunkin' Donuts is partnering with online mapping company MapQuest on a Web site that allows travelers to plan road trips and map its stores in all 33 states where it has shops. MyIcedCoffee.com, which
launches Monday, also features trip-planning advice and instant-win games with prizes of $100 gas cards, JetBlue airline tickets and global-positioning systems.
Iced coffee is a $1 billion
category for Dunkin', and the company seeks continued growth for this beverage, which appeals to younger, female consumers. Dunkin' research showed it had to find better, more effective ways to reach
this demo. The Internet, a space it had largely ignored, was the obvious gap.
The bottom-line bonus of MyIcedCoffee.com: capturing customer e-mails. Creating a destination for customers to
sign up for sweepstakes, giveaways and refer-a-friend programs gives Dunkin' a chance to gather specific consumer information and better target promotions and messages about new products.
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