Dunkin' Donuts Wants to Take Loyalty Up a Notch With Mobile and Social

Big Twitter push for football season

Last year, Dunkin' Donuts partnered with ESPN to create TV spots entirely from Vine videos, and now the two are rolling out a Twitter-heavy promotion for football season.

And while most brands treat these types of projects as one-offs, the coffee chain's latest campaign is part of a much bigger push to build awareness around its DD Perks loyalty program.

Adweek talked to John Costello, Dunkin' Donuts president of global marketing and innovation, about how the brand has launched 40 products with the help of digital over the past year and why geo-targeted mobile offers work.

One of Dunkin's coolest campaigns within the past year was the partnership with ESPN that turned Vines into a TV ad.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in