Brand Spotlight – Dunkin’ Donuts

July 22 2010 by ~ 5 Comments

Community

So it is time to step back and take a look at a particular brand and analyze their social media platforms and e-mail marketing. Some do a mediocre job, but I am here to break down the brands that I think are excelling in online marketing. Many companies and businesses are strutting their stuff on the red carpet, but only a select few will be featured in the Brand Spotlight.

This week’s brand… Dunkin’ Donuts

Facebook

The great thing about the Dunkin’ Donut’s Facebook page is is does not automatically bring you to the info or wall posts on the company, but rather a news and promo tab launches that informs its customers on the latest information. The profile is actively viewed as the entire wall consisted of posts that were written within the last hour. Their Facebook page also has a tab that features Maurice, the talking coffee bean. I am not really sure the purpose of the coffee bean with two eyes, but at the very least it adds a comical appeal to the profile.

Twitter (@DunkinDonuts)

I am a big fan of their Twitter account as they have a sleek looking background that appeals to their over 50,000 followers. Dunkin’ Donuts not only has a Twitter account and has a substantial amount of followers, but they are also delivering content on a daily basis as they have over 5,621 tweets. Whether they are responding to mentions left by their followers or posting news about Dunkin’ Donuts, they are constantly posting updates and new information in support of their brand. Dunkin’ Donuts is also one of the few companies that I have seen incorporate Pandora Radio into their marketing scheme. “You’ve suggested your favorite songs inspired by Coolatta and summer. Now, go listen to the ultimate Coolatta summer music mix.”

Additional Online Marketing Information

One feature that is great about Dunkin’ Donuts is The Dunkin’ Run which they claim “is the easiest way to grab that delicious pick-me-up for you and your friends.” It is a simple concept, which can be run on your computer or phone, that allows someone to be the server or “the runner” and take orders from anyone interested. Simply start an account and than invite others in the office who may be interested in order a delicious treat. No need to go around asking everyone if they would like something from Dunkin’ Donuts, but rather send them The Dunkin’ Run order form, wait for them to reply, and they head to the nearest Dunkin’ Donuts to pick up all the items. I am not implying anything, but this could be a beneficial feature for interns.

Dunkin’ Donuts also has a YouTube account, and although they have not posted new material is the past three-week, as least they are making the attempt. They have about 75 video posts since opening their YouTube account in 2006, so I would rate them about average at producing new video content.

Lastly, there is a cool loyalty program called Dunkin’ Perks, which gives members exclusive online and other perks, such as a free medium beverage on your birthday.

What do you think about what Dunkin’ Donuts is doing from an online marketing perspective?

Stay tuned next week for another addition of Brand Spotlight!

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Pictures by the photosteam’s of darkensiva and The Consumerist on flickr

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  • http://twitter.com/KarlSakas Karl Sakas

    Dunkin' Donuts is using social media for two-way communication, which is always a plus. I tweeted to ask whether their retail bags of Dunkin' Turbo have more caffeine (or just more “taste,” whatever that is), and they responded. Not immediately, but they're paying attention.

  • http://adamcovati.com covati

    As a Massachusetts native, I grew up DD, and I love them (strong brand loyalty here). I've always been impressed with Dunkin's social media strategy though. Great content and dedication for twitter and facebook. It's got great personality from the different people that run it.

    They have also done a great job with supplemental social programs like their Create Dunkin's Next Donut (https://coolatta.com/donut/) which I believe they've run twice now.

    All this together along with their other online ventures lead them to winning MITX Interactive Marketer of the Year award in 2009 (http://ar.gy/0Fx) … and it was well deserved.

  • http://www.jasonfpeck.com JasonPeck

    I'm a Krispy Kreme guy, but always have enjoyed following what DD has done re: content and marketing. I still remember this commercial from 2006 with the catchy song – Doin' things is what I like to do. http://www.youtube.com/watch?v=ShWp1IbRKQE

  • http://www.jasonfpeck.com JasonPeck

    Thanks for stopping by – always good to see brands using social media for real communication rather than just self-promotion.

  • http://twitter.com/MattGClark Matt Clark

    When I was doing my research for this article is just seemed like Dunkin' Donuts gets it. They seem to have a great social media strategy in place. Though I normally prefer Starbucks over DD, DD might have just won me over.