Hello Everyone,
Rick here. A very brief bio--I love integrated campaigns and watching the various components play out in mobile, out-of-home and television channels. My life revolves around advertising, culture and my pig, "Homer." As an avid consumer my major interests are in lifestyle brands and how they define their brand for consumers (i.e. edgy-music, sophistication, altruistic motives). I own a DVR, but rarely fast-forward the commercials and I like to talk during the show but prefer silence during the ads. Weird right?
So Dunkin Donuts is the first major fast-food chain to begin leveraging location-based social networking services—FourSquare and Facebook Places—into a national campaign—“President of the Dunkin’ Nation. Though it is promising to see such a reputable brand getting its feet wet in one of the newest and fastest growing sectors of online/mobile marketing, I question the overall consumer benefit and accompanying spam the article alludes to. As mentioned in the article below, if participants are allowed to check-in up to ten times a day, one concern is the number of notifications and newsfeed pollution being transmitted onto the participants’ friends/followers. This seemingly innocuous nuisance could potentially grow into a negative association of the Dunkin’ brand for non-participating friends/followers and perhaps even shift “the nation that runs on Dunkin” to run from Dunkin’.
http://mashable.com/2011/08/22/dunkin-donuts-foursquare-facebook-places/
Best,
Rick
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