Tuesday, April 21, 2009

Dunkin' Donuts wants your Facebook status

Getting a Facebook member to mention your brand in their Facebook status is the Web 2.0 word-of-mouth marketing dream. Here is how Dunkin' Donuts is trying to make its way on to a newsfeed near you:

I should first mention that Dunkin' Donuts is giving away small, 16-ounce coffees for 50¢ today. The initiative is a part of an effort to raise money for the Homes for Our Troops nonprofit organization, which builds specialized homes for severely injured veterans. The chain will donate 5¢ to the organization for every coffee sold.

But to support the initiative, Dunkin' Donuts has launched a Facebook application encouraging members to donate their status to support the cause. For those who were on Facebook on election day last November, you might recall how some members donated their status to support their preferred candidate. The page also allows members to make comments, and the response seems to be strong so far:

I'd say feedback like this is pretty good for Dunkin's word-of-mouth marketing...

Speaking of promotions, Ben & Jerry's is also using Facebook to spread the word about its own coveted giveaway. Today is "Free Cone Day" (!) at the ice cream chain, where customers can get a free scoop (and cone) from noon to 8 p.m. I haven't seen a Facebook app to promote the giveaway, but thousands have already RSVPed to the event on its page.

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