Dunkin’ Donuts Builds Brand via YouTube, Contest
Dunkin’ Donuts is turning to user-generated content to strengthen its brand.
The company created a channel on YouTube.com where coffee lovers can post homemade videos and stories about why Dunkin’ Donuts keeps them running. The site plays off the firm’s ongoing ad campaign, “America Runs on Dunkin’.”
The effort helps promotes an online contest. People can post videos up to two minutes long to http://www.youtube.com/dunkindonuts through March 1 for a chance to win a year’s supply of coffee. Visitors can also rate the videos to help determine the winners.
The entries can be funny, serious or heartwarming. Submissions will also be judged in originality and creativity, presentation and appropriateness to the subject matter. Fifty winners in all will be chosen. Of that, the top 10 videos a chance to appear on DunkinDonuts.com and other Web sites.
The effort marks the firm’s first video contest, Nick Dunham, Media Manager, Dunkin’ Donuts, said.
Dunkin’ Donuts isn’t necessarily looking for new content to make a commercial. Rather, the company is using the promotion to connect to customers and their passion for the brand.
The chain is promoting the contest on major Websites outside of YouTube and via e-mail blasts. The goal is to drive traffic to the Dunkin’ Donuts’ YouTube contest page, Dunham said.
Studiocom, Dunkin’ Donuts’ our agency of record for interactive marketing, is handling the contest. Online marketing and e-mail blasts support the promotion.
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