New app from Dunkin Donuts
Dunkin Donuts has just launched a new app called DunkinRun for computers and mobile devices (including an iPhone application). Using DunkinRun.com, you can make a run to Dunkin for your friends and yourself, using the site.
1. Invite friends by providing their email addresses or mobile phone numbers.
2. Order from the online menu.
3. Dunkin will compile the order for you, and you can print it out or have it sent to your mobile device.
4. Pick up the order and enjoy!
This is a great example of a company that is combining useful technology with marketing/branding for Dunkin. And they have infused the tone of voice and messaging that is a major part of their brand throughout the application — e.g., you’ll enjoy hero worship from friends and coworkers once you have made a DunkinRun. Check it out for yourself!
Finding new ways to use Facebook
Target recently ran a two-week campaign on Facebook called “Bullseye Gives.” The premise? The mammoth retailer offered a choice of ten charities, from breast cancer research to the Red Cross. People voted for their favorites.
The prize? Target will split $3 million among the charities based on the percentage of votes they received.
It’s a great example of viral marketing for both Target and the charities. People posted their votes on their Facebook profiles, encouraging others to participate — and getting more people to join Target’s fan base. Some of the charities posted links on their website homepages, too. In addition, Target will help to connect voters with volunteer opportunities in their local communities. After two weeks, more than 290,000 people had voted!
So Target not only looks hip and philanthropic, but through a creative use of social media, it is strengthening its online community while building its brand.
The Whopper Sacrifice
Did you hear about Burger King’s recent “Whopper Sacrifice” Facebook promotion? The promotion attempted to get Facebook users to “sacrifice” ten friends in exchange for a coupon for a free Whopper.
Facebook didn’t like the promotion and Burger King had to take it down after one week, but only after 234,000 friendships had ended.
Here’s what happened. Burger King launched the “Whopper Sacrifice” micro-site, where Facebook users could install the Whopper Sacrifice Application. The application allowed you to delete 10 friends in exchange for a coupon for a free Whopper. According to statistics, over 89,000 Facebook members added the application. To add an interesting twist, the friend’s profile photo was set on fire through animation once you chose to delete him or her.
Are we seeing a brand-new way to use Facebook? Will others try similar stunts?
Twestivals...social networking for charity.
What happens when civic-minded social networkers decide to rally together and use technology to raise money for charity? A Twestival!
In September 2008, a group of Twitterers based in London decided to organize an event at which the local Twitter community could socialize in person. During the event, they also solicited donations to charity. The bulk of the event was organized in under two weeks, via Twitter.
And so began Twestivals. Stories started appearing of local Twitter communities coming together and taking similar action for charitable organizations. And in February 2009, 200+ cities participated in an international Twestival to raise money for a good cause: water.
Read more about how Twitter and Twestivals are making a local impact on a global scale.
Brands and Twitter
By now, you have probably heard people talking about Twitter. Reporters are Twittering during the commercials breaks on CNN and Fox News. Senators were Twittering during President Obama’s recent address. It seems like every day, someone else is joining Twitter.
But what the heck is Twitter? And how can advertisers use it effectively?
Twitter is part social network, part blog. It allows its users to send and read other users’ updates (known as tweets), which are text-based posts of up to 140 characters.
Mashable, a blog about social media, has posted its review of 40 of the best brands that are using Twitter. Mashable also has thoughts on why major brands do belong on Twitter. So read on and decide if you (or your employer) should be on Twitter.
