Dunkin’ Donuts’ customers can customize their coffee and espresso beverages with delicious flavors every day! On top of four always available flavors—caramel, mocha, French vanilla, hazelnut—Dunkin’ releases limited-time assortments throughout the year that are trend right and seasonally relevant.
A rotation of Baskin-Robbins ice cream inspired flavors have made it onto Dunkin’s menu for multiple years. This time, thinking ahead for next summer, Dunkin’ asked America to vote for their favorite Baskin-Robbins inspired flavor that they hope to see again. Five flavor options included butter pecan, cookie dough, pistachio, rocky road and Jamoca® almond fudge.
Executed a voting program across Dunkin’s social media platforms. Consumers casted their votes between Monday, August 21st through Friday, August 25th by commenting on Dunkin’s pinned posts on Facebook, Instagram and Twitter. Plus, on Friday only consumers also voted by using one of five Snapchat geofilters available at all Dunkin’ locations nationwide. The top favorite flavors were announced the week after on Thursday August 31st.
After tallying over 27 thousand votes, the top three fan favorite Baskin-Robbins ice cream inspired flavors were: cookie dough, pistachio and butter pecan! Over 5.5 million engagements were generated across the social platforms including Facebook shares, Instagram likes, Twitter retweets and Snapchat swipes. Additional impressions were made by earning coverage with product deliveries to Cosmopolitan and PopSugar, as well as broader media outreach.
Photos: Dunkin' Donuts