Quirky & Real at DoubleD = Fan Power

For all of you who first read this blog title as "Perky, Real & DoubleD"...shame, shame, shame.

Dunkin Donuts launched a great QUIRKY campaign that jettisoned their Facebook Fan page followers without spending a dime. Dang. That's pretty cool.

They evangelized without preaching, and used their zany "Coolatta" and "YeDDi" fun and games to let their customers tell their story.  While I am a Southern KrispyKreme snob who salivates over the KK "Hot Donuts Now" neon sign, I must say...I have an occasional hankering for a DoubleD coffee. (Don't tell my Starbucks Barista, Ben. Feels like I'm cheating on him.)

So...what does that matter to us, a group united in keeping our current residents happy and win the affection of those "driving by"? It's no secret, that we lure lingerers into our leasing offices with donuts, and HECK, the vendor partners to the apartment industry should all get a share of DunkinStock...a pink and orange box has overcome many obstacles and opened many a door for sales and service calls.

Inspiration for Fanning and Tweeting to create customer loyalty and retain those customers is something we work for every day.  Check this out.

"We (wanted) to celebrate those people who are ...loyal fans" says David Tryder, director of interactive and relationship marketing at Dunkin', said Dunkin' picks fan photos based on what "best reflects the spirit of the YeDDi." All for their Twinter Olympics.

"We don't have any specific criteria other than creativity, fun and a passionate disposition for Dunkin' Donuts Iced Coffee," he said.

There are nearly 1,900 fan photos posted on Dunkin's' fan page, but Tryder noted some fans post more than one photo, so it's difficult to gauge the precise number of participants in these campaigns.

Dunkin' has grown its fan base organically without paid media or free giveaways. As a result, the brand's fans on Facebook and followers on Twitter "are people who have a passion [and] a love for Dunkin' Donuts."

The guy behind Dunkin' Dave, the brand's Twitter persona, is David Puner, a communications manager at Dunkin'. He tweets things like, "YeDDi Sighting! RT @Samuel_Miller: Guy pushing a stroller in 0-degree weather had only a hoodie on, no gloves...& a DD iced coffee."

"People seem to like having a real, live person within the brand that they can connect with," Puner said.

While the "Keep It Coolatta" campaign offered giveaways like air conditioners, an iPhone, JetBlue vouchers and a flat screen TV, and the Twinter Games offered $50 gift cards, Tryder said the highlighted photo in YeDDi of the Week is a huge motivator in and of itself. "Social currency is powerful," he says. "Even more so than giving folks money."

And again, for all of you who first read this blog as "Perky, Real & DoubleD" I repeat...shame, shame, shame.

Read the full article from the link on my Tweet from this afternoon.