I do not live in an area where a Dunkin Donuts can be found on every block, in fact, there are only 3 within 40 miles of my house. The experiences I have had with Dunkin have been isolated to my trips over the years to Boston for work, where a Dunkin Donuts can be found right around just about every corner.
In 2013 when I heard they were opening in California, I was hopeful that there would be one close to me.
just saw that @dunkindonuts is coming to California. Can you open one on my route to work?
When I was planning my next trip to Boston, my desire for the Dunkin began to sink in again.
— Koka Sexton (@kokasexton) August 23, 2016
On my latest trip to Boston for the Rev It Up conference, I needed my caffeine fix and went to the convenient Dunkin Donuts next to the hotel. I sat in my room getting ready for the event and took a picture (because that what people like me do) of my cup overlooking the park in Seaport.
— Koka Sexton (@kokasexton) September 21, 2016
I didn’t expect much from it other than a few likes, maybe a comment or two from my friends, hoping that I may get a ❤️ from the official Dunkin Donuts twitter profile.
Then a couple days later I got this 😊
@kokasexton Glad to see you love DD, in honor of 66 yrs of coffee excellence we want to treat you to free coffee for a year- DM us for deets
— Dunkin' Donuts (@DunkinDonuts) September 28, 2016
I was in disbelief. Not only was Dunkin listening and engaging but they were actually giving away gifts. That led to some great DMs between me and the Dunkin team on Twitter.
Of course, this was wrapped in a social media campaign being run for National Coffee Day and that just made it better.
— Koka Sexton (@kokasexton) September 29, 2016
Being in the profession of social media marketing, this type of engagement from a brand is rare (it shouldnt be) and when done right can have a profound effect on the brand. These campaigns have a ton of moving pieces and there are protocols and escalations in place to approve giveaways. Most companies after thinking them through decide its too much work and just go to the default likes and comments on social updates, but not Dunkin, they go the extra mile.
— Koka Sexton (@kokasexton) October 7, 2016
The fact that I have one Dunkin Donuts in my city isn’t going to be an issue. I will gladly drive downtown to get my coffee now.
Amazing work Dunkin Donuts social media team. It’s no surprise that America Runs on Dunkin 😊