Dunkin’ Donuts has claimed taking the social media lead in unveiling a new TV campaign that features its most loyal Twitters followers at the Association of National Advertisers’ Masters of Marketing Conference.
The ads will go live next week with a focus on coffee. They will feature followers acting out their stories, beginning with the original tweet (“Just found a @DunkinDonuts pumpkin-flavored K-Cup – best day ever!!!”), followed by scenes of her enjoying that K-Cup while checking her email.
Marketers are always searching for ways to leverage social media but its role is strictly for brand loyalty and raising awareness. I would guess most everyone stopping for coffee in the morning knows Dunkin’ Donuts, so awareness is not really an issue and this campaign is just speaking to those who have already chosen it.
Dunkin’ Donuts has made inroads into Starbucks’ coffee market share, and it has expanded globally. It also occasionally takes Starbucks on directly. (Dunkin’ once gave out T-shirts that read: Friends don’t let friends drink Starbucks.”)
It has also been successful shifting its focus from donuts (even though it’s in the name) to be known for coffee – and there’s good reason. Dunkin’ Donuts said 58% of its revenue comes from drinks, headlined by coffee. In fact, its logo now shows a cup of coffee and even its CEO has said, “We are a beverage company.”
Dunkin’ Donuts has been successful, but the TV spots are basically testimonials and, as long as the company understands these are about maintaining brand loyalty rather than stealing market share, they’re fine.
But the art of stealing share is in positioning and marketing yourself against the competition. I’m sure Starbucks customers believe they also have the “ best day ever!!” drinking coffee there.
Simply put, Dunkin’ Donuts’ Twitter loyalty is not a reason for the Starbucks user to switch.