Beverage Industry

Dunkin’ Donuts engages fans on Twitter to reveal new flavor

January 8, 2013

Dunkin’ Donuts, Canton, Mass., is asking its Twitter followers to help reveal the newest flavor of Dunkin’ Donuts K-Cup packs with the Next Dunkin’ K-Cup Pack Sweepstakes. Through Jan. 11, followers of Dunkin’ Donuts on Twitter (@DunkinDonuts) can tweet their guess daily for the brand’s newest K-Cup pack flavor using the hashtag #NextDDKCup. Throughout the sweepstakes, coffee beans covering the brand’s Twitter header image will disappear in real time according to the volume of tweets that contain the sweepstakes hashtag. The new flavor will be revealed following the promotion and will be available for a limited time at participating U.S. Dunkin’ Donuts restaurants beginning in February. Eligible participants who enter, regardless of whether they guess the new flavor correctly, have a daily chance to win one of three $50 Dunkin’ Donuts mGifts.
 
“Through listening and engaging, we know that Dunkin’ K-Cup packs are a fan favorite among our passionate social media community,” said Scott Hudler, vice president of global consumer engagement for Dunkin’ Brands, in a statement. “Prior to offering Dunkin’ K-Cup packs in 2011, they were one of the top product requests from social media, and now our fans frequently ask about new flavor varieties. Inspired by this enthusiasm, we are excited to offer our Twitter followers a unique opportunity to unveil our newest Dunkin’ K-Cup pack variety in real-time.”
 
Dunkin’ K-Cup packs are available exclusively at participating Dunkin’ Donuts restaurants nationwide and at participating Baskin-Robbins restaurants in California.