To raise awareness about National Donut Day going international for the first time, Dunkin’ Donuts reached out to Facebook fans in 24 countries with an interactive donut menu powered with News Feed functionalities. The global team at Dunkin Brands, Inc. in Boston collaborated with Attention in New York to spread the word about this special holiday, in which Dunkin’ treated guests with a free donut of their choice with the purchase of any beverage. Over 4 million Facebook fans around the world engaged in this donut celebration through a widget technology never implemented before at a global scale, and a multicultural donut extravaganza that was shared from its TimesSquare billboard to social media. Through leveraging Facebook Global Pages, Dunkin’ and Attention created a custom widget for each market, including personalized menus and campaign messaging in 7 different languages. Dunkin’ Donuts’ widget for Global Donut Day was the first activation that brought Dunkin’s Facebook communities together in a groundbreaking effort for any food brand. The campaign created anticipation around June 7th, as it engaged and encouraged fans to share messaging from the most viral area of Facebook – the News Feed. Additionally, Dunkin’ and Attention highlighted the global scale of the campaign by leveraging the famous “Dunkin' Times Square Billboard." For one day, the billboard rotated the most interesting Dunkin’ donuts from around the world along with their flag. This allowed Dunkin’ and Attention to create unique social content for each market like a personalized Facebook cover showing their local donut and flag as it was live in Times Square. Dunkin Donuts: Global Donut Day from Attention on Vimeo. The Global Donut Day campaign reached over 24 countries including Chile, New Zealand, Russia, and Spain. Combined the power of the Facebook News Feed, Dunkin’s free donut offer encouraged fans to share campaign messaging with their friends through a virtual donut gallery that gathered over 12 million impressions, 4 million engaged users and captured over 34 thousand new fans with no paid media behind. Dunkin’s unique, creative, shearable content for Global Donut Day 2013 marks the beginning of other fun global campaigns coming soon!
