Dunkin’ Donuts has introduced a new food and beverage lineup featuring the classic flavors of OREO® and Chips Ahoy!®, available through summer at participating Dunkin’ Donuts restaurants nationwide, with a mobile themed CookieDunk game online or an Instant Win game, making the summer more enjoyable for the brand loyalists.
Dunkin’ Donuts is giving guests a sweet new summer twist and the social media strategy reverberates with engaged fans for the brand by bringing together a bevy of cool products in beverages and doughnuts category combined with engaging mobile fun activities and interactive events.
— Oreo Cookie (@Oreo) June 9, 2015
— Dunkin’ Donuts (@DunkinDonuts) June 12, 2015
According to a press release, the new lineup of products make for an exciting summer menu at Dunkin’ Donuts features:
Cookie Flavored Iced Coffees: Iced Coffee featuring the flavors of beloved OREO® or Chips Ahoy!® cookies.
OREO® and Chips Ahoy!® Coolatta® Frozen Beverages: Cookie flavored Coolatta frozen beverages made with real cookie mix-ins in every sip. The new Chips Ahoy!® Coolatta joins returning favorite, OREO® Coolatta.
Chips Ahoy!® Creme Donut: A yeast shell filled with cookie dough flavored buttercreme, frosted with chocolate icing and dipped in crumbled Chips Ahoy!® cookies.
Chips Ahoy!® Crunch Donut: A yeast ring frosted with chocolate icing and dipped in crumbled Chips Ahoy!® cookies.
To celebrate these new beverages and treats, Dunkin’ Donuts is also giving fans the chance to win fun prizes by “dunkin'” a virtual OREO® or Chips Ahoy!® cookie with the Dunkin’ Donuts “Cookie Dunk Instant Win Game.” Beginning today and running through July 15, anyone can log onto CookieDunkGame.com online or via their mobile device, once per day, to play the cookie-themed game. Participants can drop an OREO® or Chips Ahoy!® cookie into a slot, and depending on where it falls, instantly win a $3 or $5 mGift, a JetBlue travel certificate, or entries into the Grand Prize Sweepstakes for four JetBlue travel certificates and a year’s worth of Dunkin’ Donuts Iced Coffee”.
An engaging digital strategy bs based on storytelling weaves the two brands that are liked and make for an interesting product combination with common product attributes.
Asides from a storytelling approach brands engaging fans with posts often creates and refreshes the bond by offering a new product creating brand recall with a fresh branding approach or newer products. Audiences are seeking newer ways to connect with the brands and for brands to be meaningful digitally need to continually refresh the connect with newer brand experiences.
Digital Strategy for brands on Social Channels where brands are looking at creating a meaningful bond with fans with campaigns that resonate need to be seen as relevant.
The brands may take different routes to create resonance with their fan community ranging from newer products to digitally powered compelling experiences.