DUNKIN’ DONUTS NATIONAL DONUT DAY
Details
Advertiser
Donkin’ Donalds, the #1 retailer of donuts in U.S.
Objective / insight
- National Donut Day, or National « Doughnut » Day (the first Friday of June of each year), was created by The Salvation Army in 1938 to honor those who served doughnuts to soldiers during World War I
- Many donut shops like to celebrate this day by giving away free donuts
- For the National Donut Day of 2017, Dunkin’ Donuts wanted to bring the delight of donuts to its social communities with digital tools and content to celebrate the sweetest holiday of the year
Implemented strategy
- A chatbot “Zo” on Facebook Messenger where users discovered, trough AI, what kind of donut matches their personality -« What Donut Are You? »
- Real-time video stickers/filters/emojis on messaging app Kik (the popular messaging app for teens) and Snapchat
- Dunkin’ Donuts also worked with Waze to encouraged drivers to travel to their nearest Dunkin’ Donuts restaurant with donut location pin
- In select stores, a real-time digital menu showed which donut varieties are favorites in United States
Technology implemented
- To launch the chatbot Zo, Dunckin’ Donuts became the first brand to enter into the world of Microsoft’s latest entertainment AI system
- Teamed up with snapchat, Dunkin’ Donuts keeped its own emoji keyboard and iMessage sticker packs updated for the holiday, and enabled fans to build personalized, virtual National Donut Day greeting cards on their mobile
- Real-time data from social conversation from Instagram & Twitter were scanned and transformed into real-time digital menu to be displayed in restaurants
Results
- On Snapchat, donut filters have been used for nearly 2 million times, which was seen by over 14 million people
- 5.9 million followers reached by Dunkin Donut National Donut Day influencer contents
- Over a thousand press placements resulted in over 2 billion national media impressions
