Run, Coffee Drinker, Run!

Posted on by Chief Marketer Staff

Dunkin’ Donuts’ online marketing is percolating this winter with the launch of a YouTube channel (www.youtube.com/dunkindonuts) and a loyalty program.

Through March 1, the coffee and pastry chain invited customers to submit videos answering the question, “How Do You Keep America Running?” Site visitors will rank the videos and the top 50 vote getters will receive a year’s worth of java.

At press time, the answers from consumers ranged from the silly (“one dancing chicken at a time”) to the practical (“I’m a master plumber…I keep America running without any clogs”).

Canton, MA-based DD also debuted Dunkin’ Perks, an online loyalty club. As Promo magazine’s Amy Johannes reports, members receive e-newsletters twice a month featuring product news and special offers.

“We want to continue building relationships with our customers by sending them targeted communications and offers,” David Tryder, manager of interactive and relationship marketing, told Promo.

Customers can register at www.dunkindonuts.com. New enrollees received 3% cash back on purchases made using Dunkin’ Donuts stored-value cards through Feb. 9. Members’ cards would be credited by the end of February, Tryder said.

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