What Happened
Dunkin’ Donuts is going all out in the name of love with a multi-channel Valentine’s Day campaign that will run across Instagram, iMessage, Facebook Live, and Snapchat. Besides the conventional social marketing tactic of hosting a selfie contest on Instagram, the quick-service restaurant chain is also looking to launch an iMessage mini-app, an emoji keyboard on its app, two Snapchat geofilters, and a Facebook Live music performance by Us The Duo on the upcoming V-day.
In particular, the iMessage card builder will allow users to create custom Valentine’s Day cards with a Dunkin’ Donuts themed sticker before sending it via Apple’s default messaging app. Other iMessage users will also be able to respond to the card by making one of their own.
What Brands Need To Do
This campaign showcases how brands need to adopt a multi-channel approach to maximize their reach across the fragmenting social and messaging landscapes. In particular, the iMessage mini-app, which Apple introduced with iOS 10 just last year, provide a valuable way for brands to tap into what is typically considered a dark-social channel that has pretty much been part of Apple’s walled garden. By handpicking the most popular features unique to each social platform – live video on Facebook, selfie contest on Instagram, and Geofilters on Snapchat – Dunkin’ Donuts shows that it truly understand the strength of each platform and how to use them to reach their customers, a smart approach that more brands can benefit from.
Source: GeoMarketing
