Industry News | September 29, 2011
Dunkin’ Stardom Awaits Most Passionate Coffee Fan
National Coffee Day is today, and to celebrate, Dunkin' Donuts is shining the spotlight on its loyal coffee fans across the nation by offering a chance to win an appearance in one of the brand's advertisements. Dunkin' Donuts today launched its "Chance for StarDDom" online contest, a nationwide search for the country's most passionate Dunkin' Donuts coffee fan. The Grand Prize Winner selected as the biggest Dunkin' Donuts coffee fan will have the opportunity to appear in an upcoming Dunkin' Donuts advertisement and will receive free Dunkin' Donuts coffee for a year. Ten First Prize Winners will also receive Dunkin' Donuts coffee for a year.
Beginning today through October 20, Dunkin' Donuts fans are invited to enter the "Chance for StarDDom" contest by uploading a photo of themselves – along with a caption describing why they are the biggest Dunkin' Donuts coffee fan – to the "Chance for StarDDom" tab on Dunkin' Donuts' official Facebook page at facebook.com/DunkinDonuts.
Between October 21 and November 3, the public will have a chance to view the entries and cast one vote per day for their favorite contestant. A combination of public voting and Dunkin' Donuts judging will determine the Grand Prize Winner and the ten First Prize Winners. Entries will be judged on passion for Dunkin' Donuts coffee (40 percent), originality/creativity of photo and caption (30 percent) and overall appeal of photo and caption (30 percent). For full promotion details and requirements, please click the "Official Rules" at the bottom of the "Chance for StarDDom" Facebook tab.
"As the country's coffee leader, National Coffee Day is an exciting holiday for Dunkin' Donuts to recognize and reward our loyal and passionate guests," says John Costello, chief global marketing and innovation officer at Dunkin' Brands. "Since launching the 'What Are You Drinkin'?' campaign in January 2011, we have seen a tremendous response from our fans telling us how Dunkin' Donuts coffee fits into their daily rituals. The 'Chance for StarDDom' online contest was inspired by our guests, and we can't think of a better way to celebrate their dedication and enthusiasm than by giving the ultimate Dunkin' Donuts coffee fan a chance to appear in one of our upcoming advertisements."
Dunkin' Donuts' "Chance for StarDDom" online contest ties into this year's introduction of Dunkin' Donuts' "What Are You Drinkin'?" integrated advertising and marketing campaign that celebrates the dedication and passion Dunkin' Donuts guests have for the brand's coffee. The campaign features "everyday Joes" and is anchored by a simple question and answer: "What are you drinkin'?", "I'm drinkin' Dunkin'." The campaign is integrated across television, radio, out-of-home and online advertising, as well as social media, public relations and in-restaurant activities to ensure all consumers are engaged through as many outlets as possible.
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