CANTON, Mass., Oct. 8, 2013 /PRNewswire/ -- Dunkin' Donuts, America's all-day, everyday stop for coffee and baked goods, today announced an innovative new #mydunkin advertising campaign that for the first time leverages real fans and their social media content to demonstrate the passion for Dunkin' Donuts coffee. Dunkin' Donuts culled through tens of thousands of posts to Facebook and Twitter to select the first fans to appear in six new television commercials that are based directly on their original social content. The first TV spots in the multi-million dollar advertising and marketing campaign will begin airing on Monday, October 14.
As part of this new advertising campaign, Dunkin' Donuts has introduced a new hashtag for fans, #mydunkin. The brand is encouraging people to use #mydunkin across social media channels to share ways Dunkin' Donuts coffee keeps them running through their day. The #mydunkin hashtag will be featured throughout the campaign, which over the coming months will ultimately be fully integrated across all media platforms, including television, radio, out-of-home, mobile, social, online, as well as in-store to engage guests in as many ways as possible.
According to John Costello, Dunkin' Brands' President of Global Marketing and Innovation, the new #mydunkin campaign showcases the brand's coffee leadership and excellence in a uniquely personal way. "Every day our guests share through social media the many ways Dunkin' Donuts coffee makes a difference in their daily lives. We believe one of the best ways to demonstrate this passion is by giving our fans the opportunity to share their enthusiasm through their own words and stories," he said. "We are excited to put our guests in the spotlight by tapping into the social conversation through #mydunkin and using social media content as an advertising platform in such an organic and unprecedented way."
"The #mydunkin campaign continues the evolution of America Runs on Dunkin', with people sharing their unique, personal stories around how and why they are drinking Dunkin' Donuts coffee," said Chris D'Amico, Group Creative Director at Boston-based Hill Holliday, which created the campaign. "We are celebrating Dunkin' Donuts guests and the brand's breadth of coffee leadership in an authentic, genuine way that reflects the changing media environment while driving deeper engagement between the brand and its loyal fans."
According to The NPD Group / CREST®, Dunkin' Donuts serves the most hot traditional and iced coffee in America, selling more than 1.7 billion cups of hot and iced coffee globally every year. Dunkin' Donuts uses 100% Arabica coffee beans, and the company's coffee specifications are recognized by the industry as a superior grade of coffee. Dunkin' Donuts has earned the No. 1 ranking for customer loyalty in the coffee category by Brand Keys for seven years running. To learn more about Dunkin' Donuts, visit www.DunkinDonuts.com or follow us on Facebook (www.facebook.com/DunkinDonuts) and Twitter (www.twitter.com/DunkinDonuts).
About Dunkin' Donuts Founded in 1950, Dunkin' Donuts is America's favorite all-day, everyday stop for coffee and baked goods. Dunkin' Donuts is a market leader in the hot regular/decaf/flavored coffee, iced coffee, donut, bagel and muffin categories. Dunkin' Donuts has earned the No. 1 ranking for customer loyalty in the coffee category by Brand Keys for seven years running. The company has more than 10,500 restaurants in 31 countries worldwide. For the full-year 2012, Dunkin' Donuts' restaurants had global franchisee-reported sales of approximately $6.9 billion. Based in Canton, Mass., Dunkin' Donuts is part of the Dunkin' Brands Group, Inc. (Nasdaq: DNKN) family of companies. For more information, visit www.DunkinDonuts.com.