Written on Tuesday, March 08, 2011
A very interesting piece of news from Direct Marketing News that presents the latest mobile marketing campaign employed by Dunkin' Donuts, using the scvngr mobile app ("a game about doing challenges at places" - a great description, by the way).
Dunkin' Donuts is running a location-based mobile marketing campaign in the greater Boston area throughout this month. Consumers who use the Scvngr mobile app to complete challenges can win rewards from Boston professional sports teams, such as discounted merchandise or free T-shirts.
The initiative is part of the coffee company's “Caught Cold” campaign, which rewards Bostonians seen drinking Dunkin' Donuts Iced Coffee in public with tickets to Boston Bruins or Celtics home games, team gear or special Dunkin' Donuts cards.
Challenges include taking a picture of the ice left over from an iced coffee or recording a pep talk to be sent to Boston Bruins players before a game. Consumers can redeem their rewards at the TD Garden Boston Bruins Pro Shop via a “watermark-based secure redemption service built into the game,” said Chris Mahl, SVP and chief brand alchemist at Scvngr.
Dunkin' Donuts is marketing the campaign with an e-mail blast to members of the DD Perks rewards club in the Greater Boston area, the company's social media channels and in-store signage, said Smith.
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