Dunkin’ Donuts year-end push on social media set records

The coffee-and-pastry chain ended the year with a flurry of contests and promotions that resulted in record participation rates.

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“We wanted to join the spirit, have a little fun, and also remind fans that Dunkin’ Donuts can keep them running during one of the busiest times of the year,” says Jessica Gioglio, public relations and social media manager at Dunkin’ Brands.

In December, Dunkin’ Donuts ran the HoliDDay Fashions Twitter and Instagram Contest, the Top of the WorlDD Photo and Video Contest, the Flavor-Full HoliDDay Coffee Twitter Sweepstakes, a Fan of the Week promotion, and the Dunkin’ K-Cup packs K-ountDDown. That’s five promotions spread out across multiple social media platforms in just over a month.

Even so, Gioglio says more people participated in these sweepstakes and contests than any in Dunkin’s social media experience.

The strategy

Dunkin’ Donuts may have run the various promotions over a short period, but they weren’t all devised at the same time, Gioglio says.

“It’s less about how many promotions run in a given month and more about how we can have fun with our social media community, showcase new and exciting products, and engage our loyal Dunkin’ Donuts fans through a variety of platforms,” she says.

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