Dunkin' Donuts Uses Vine For Contest; Adds Spanish To Mobile App

May 21, 2013

Dunkin' Donuts is running “The Dunkin’ Donuts Runnin’ on IceDD Vine Contest,” utilizing Twitter's Vine App, which lets users create six-second videos that can be posted to Twitter.

To submit a video, users needed to post a six-second Vine video to Twitter with the hashtag #iceDD. The video needed to answer the question “How Does Dunkin’ Iced Coffee Put a Spring In Your Step?”

The contest ran May 13-19 and is now in a judging period until May 25th. Judges will look for adherence to the contest theme (40%), originality/creativity (30%), and overall appeal/quality (30%).

Six first prize winners will receive one $100 Dunkin’ Donuts mGift and the grand prize winner will receive free Dunkin' Donuts Iced Coffee for one full year.

In other news, Dunkin’ Donuts has introduced a new language setting to the brand’s Dunkin’ App, enabling users to view content in English or Spanish. With the new setting, Dunkin’ Donuts becomes the first national coffee retailer to make information, features and special offers within its mobile app available in both languages.

The Dunkin’ App enables guests to pay for food, beverages and merchandise at participating U.S. Dunkin’ Donuts restaurants by scanning their Dunkin' Donuts Cards stored in the app either in-store or at the drive-thru. The Dunkin’ App also allows guests the option of sending Dunkin’ Donuts virtual cards to friends, family and colleagues with the mGift feature. Dunkin’ Donuts Cards can be mGifted three ways – via text, email or Facebook Connect. And, guests can enjoy mobile offers via the “My Offers” tab, where they can receive exclusive, geo-targeted regional discounts and promotional offers for Dunkin’s famous coffee and other favorite menu items.

“As the Hispanic population continues to grow, we believe it is important to continue to find new and meaningful ways to enhance our relationships and brand equity within the Hispanic marketplace,” said Xavier Turpin, director of multicultural marketing for Dunkin’ Donuts. “Our mobile app has helped millions of busy, on-the-go people run on Dunkin’ faster and more conveniently. As our guests rely on their mobile devices more than ever, we are excited to make our app, as well as our mobile-friendly website, available in Spanish, deepening our connections with our Hispanic guests who make Dunkin’ Donuts part of their daily lives.”

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