The app, which boasts 65 million monthly users, will enable users to select specific organizations that they want to hear from. It’s called “Favorite Brands,” and the first to sign up is Dunkin’ Donuts.
The product is only in beta, but social media marketers can likely imagine its potential. Brand managers can offer location-based promotions for consumers who self-identify as brand loyalists.
The announcement comes at an opportune time—when brand managers are seeking to find ways to push mobile app users into brick-and-mortar stores.