Dunkin Donuts has been looking to a strategy to combine social media and mobile in order to grow brand loyalty.
On its social networks, it has 7.7 million fans on Facebook with just under 5000 daily organic likes, and over 1-2 million daily impressions. On Twitter, it has more than 180,000 followers and 200 to over 1000 tweets/ conversations each day. As for YouTube, Dunkin Donuts has more than 2500 subscribers and 1.6 million video views.
Even with the numbers it does have in their social channels, one of Dunkin Donuts’ main goals is to grow its fan base and allow customers to participate in the brand to help build loyalty and, in turn, earned media. The company saw mobile as a good way in.