Dunkin’ Donuts Tries Out Branded Selfie Lenses On Snapchat & Kik

What Happened
In honor of the National Donut Day, Dunkin’ Donuts became the latest brand to experiment with sponsored selfie lenses, a novel, camera-based ad unit that has been gaining traction among brands seeking to reach younger consumers on messaging platform. To celebrate the unofficial holiday, the Boston-based brand is running its first sponsored selfie lens on Snapchat, which will turn a user’s face into a donut. Along with the lens, the brand is also placing sponsored Geofilters in various locations around the country and will be running Snap Ads to promote a frozen coffee drink.

Meanwhile on Kik, Dunkin’ Donut will be the first brand to try out the branded video sticker, which, similarly to the selfie lenses, overlays a sticker on a user’s face during video calls (although it does not integrate the facial features as the lenses do). The brand created three different donut-themed video stickers that Kik users can have fun goofing up their video chats with.

What Brands Need To Do
With the proliferation of face-altering lens feature across messaging and social platforms, mainstream consumers are increasingly getting accustomed to these camera-powered AR features as a result. This is what is laying the groundwork for mobile-powered augmented reality to take off, which will allow brands to infiltrate their target audience’s photos and videos via sponsored Lens or branded AR objects.

Besides, this is a good time to think about ways for augmented reality to drive new opportunities for your brand. AR can, for example, be a great way for customers to envision your products in their lives and to launch digital experiences from signage or product packaging. What we can do now through a smartphone is just the beginning. As Microsoft’s HoloLens, Magic Leap, and the rumored Apple glasses roll out over the next few years, a lot more will become possible.


Source: AdWeek

Google Starts Testing Order-Ahead Feature On Navigation App Waze

What Happened
Google is ramping up brand integrations on its popular in-car navigation app Waze, starting with the addition of an “order-ahead” feature that allows drivers to order from certain partnered QSR brands and retailers straight from the Waze app. At launch, Dunkin’ Donuts was announced as the first partner, and Google says it plans to team up with other merchants if the test goes well. Outside Waze, mobile order-ahead apps have also been gaining tractions with other QSR brands such as Taco Bell, Starbucks, and more recently, McDonald’s.

What Brands Need To Do
The goal behind app integrations like this is to create a seamless mobile experience by allowing users to complete several tasks without having to jump between apps, such as ordering coffee and doughnuts for pickup while navigating through their morning commute. A similar example would be when Starwood Hotels integrated Uber services into their own mobile app to enable quick ride-hailing for people arriving or checking out of the hotel. From a brand perspective, choosing the right partner to integrate with can help boost brand loyalty, and integrations with popular apps serve as a valuable marketing channel for brands to reach new customers on mobile.


Source: TechCrunch

Dunkin’ Donuts Plans Valentine’s Day Campaign Via Social & Messaging Channels

What Happened
Dunkin’ Donuts is going all out in the name of love with a multi-channel Valentine’s Day campaign that will run across Instagram, iMessage, Facebook Live, and Snapchat. Besides the conventional social marketing tactic of hosting a selfie contest on Instagram, the quick-service restaurant chain is also looking to launch an iMessage mini-app, an emoji keyboard on its app, two Snapchat geofilters, and a Facebook Live music performance by Us The Duo on the upcoming V-day.

In particular, the iMessage card builder will allow users to create custom Valentine’s Day cards with a Dunkin’ Donuts themed sticker before sending it via Apple’s default messaging app. Other iMessage users will also be able to respond to the card by making one of their own.

What Brands Need To Do
This campaign showcases how brands need to adopt a multi-channel approach to maximize their reach across the fragmenting social and messaging landscapes. In particular, the iMessage mini-app, which Apple introduced with iOS 10 just last year, provide a valuable way for brands to tap into what is typically considered a dark-social channel that has pretty much been part of Apple’s walled garden. By handpicking the most popular features unique to each social platform – live video on Facebook, selfie contest on Instagram, and Geofilters on Snapchat – Dunkin’ Donuts shows that it truly understand the strength of each platform and how to use them to reach their customers, a smart approach that more brands can benefit from.


Source: GeoMarketing


How Dunkin’ Donuts Is Using Salesforce To Improve Loyalty Program

What Happened
Dunkin’ Donuts is using personalized messages powered by the Salesforce Customer Success Platform to encourage customer engagement and loyalty. Using Salesforce’s platform, the quick-service restaurant chain is able to gather behavioral data, track customer journeys, and send members of its loyalty program personalized messages such as promotional offers on products they may like. Dunkin’ Donuts says the platform has helped it onboard 1.5 million customers to its loyalty program so far.

What Brands Should Do
By leveraging Salesforce’s cloud-based marketing service, Dunkin’ Donuts is able to take an effective one-on-one approach in its customer outreach and convert them into loyalty program members. More brands can benefit from this approach to stay connected with customers and further engage them via personalized messages

For more information on how brands can better utilize customer data to connect with customers across channels. check out the Boundless Retail section in our Outlook 2016.


Source: Yahoo Finance