Dunkin’ Donuts hooks off Halloween
By Lucy Werner on Wednesday, October 31, 2012
A new campaign for Dunkin’ Donuts in the US sees the food retailer cleverly hooking off the seasonal calendar by using Halloween in an Instagram and Twitter campaign to promote its special Halloween offers and mobile payments capability in the US.
The simple mechanic essentially encourages fans to tweet Instagram photos of their Halloween pimped Dunkin’ Donuts cup using the hashtag #DresseDD. All entrants have the chance to win a $100 Halloween-themed Dunkin’ Donuts gift card.
The campaign promotes the Dunkin’ Donut App which allows consumers to purchase items by tapping their mobile Dunkin’ Donuts Card and presenting the screen to be scanned. The app’s gift application allows people to send virtual gifts by text, email and Facebook Connect.
The five winners of the competition will be announced later today, judged on their creativity and seasonal spirit.
It’s a simple and neat idea that effectively engages consumers with the brand in a creative way to amplify their mobile payment offering. It particularly works so well as the entry mechanic is easy and fun – despite not being a US resident myself without any real chance of entering I am now thinking about how I can spook up my coffee cup.