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Giving consumers a personal stake in digital campaigns seems to be rising trend propelled by Dunkin’ Donuts as they celebrate their 60th birthday with their “Create Dunkin’s Next Donut” contest.This is an open contest whereby anyone can get creative and concoct their own donut creation for a chance to win a grand prize of 12000 US dollars.




The Dunkin’ Donuts campaign is being run following the success of last year’s campaign which generated more than 130,000 donut submissions and 174,000 votes. This year the one month competition is going digital.

Key digital campaign elements:

  • Making the contest come alive through the consumer – consumer driven contest
  • Putting the creativity in the hands of the consumer – allowing the consumers to get involved in product development by creating their own donut through a donut-building website, judged on ingredients, imagination and aesthetics, this gives a personal stake and personal touch to the campaign.
  • Viral / shareable – because the campaign has installed a great sense of ownership, individualism and creativity, it has a strong viral nature. Participants are able to share their saved creation over various social media sites such as facebook.

Success factors:

  • The success of the campaign will rest significantly on improving on the 2009 campaign sales results and increases in key campaign stats such as entries, votes etc.
  • The digital element of the campaign will be expected to deliver higher offline sales and competition stats.

How do you think this campaign will pan out, do you think the integration of digital has what it takes to significantly increase the success of the campaign over and above 2009?


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