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Dunkin’ Donuts Rolls Out Virtual Gift Card Via Mobile App For Veteran’s Day Promotion

"This is Dunkin’ Donuts’ first national offer for Veterans Day, and we are so happy to show our appreciation and keep our veterans and active duty military running on Dunkin’," the QSR chain says.

Dunkin’ Donuts is continuing to advance its loyalty efforts through the use of “virtual gift cards” for holidays and special occasions in order to win over consumers who have come to expect immediacy and on-demand services through mobile apps.

The latest example will be rolling out this Veterans Day, as Dunkin’ Donuts offers a “thank you” to those who serve by serving a free donut to Veterans and active duty military. On Saturday, November 11, anyone who shows a military ID at participating Dunkin’ Donuts restaurants nationwide will be offered “a free donut of their choice with no purchase necessary.”

In addition, Dunkin’ Donuts is also making a $10,000 donation to Homes For Our Troops, and will provide a year’s worth of Dunkin’ Donuts K-Cup pods along with a new Keurig Brewing System to up to 100 Veterans who have been (or will be) provided new specially-adapted custom homes by Homes For Our Troops.

“For Veterans Day we will roll out paid and organic social content across Dunkin’s channels, create engaging blog content and will have a Dunkin’ Mobile app takeover.” Dunkin’ Donuts tells GeoMarketing. “We will also include messaging within Dunkin’ Donuts restaurants on the digital menu boards and in-store advertising materials.”

Earlier this year, Dunkin’ Donuts and Waze expanded their marketing partnership to advance the chain’s mobile ordering and loyalty programs, as well as app engagement.

While Waze is not part of this Veteran’s Day effort, the influence is clearly evident as Dunkin’ Donuts was the Google-owned navigation system’s first partner for Waze’s “Order Ahead” feature, which lets drivers  save time in line by submitting orders via the Dunkin’ Donuts Mobile App.

In terms of Dunkin’ Donuts’ use of social media, Snapchat has been a particular focus of its outreach to consumers this past year.

With Snapchat broadening its brand functions to include a deeper search offering, that could also help marketing partners like Dunkin’ Donuts get more out of the use of Geofilters and its other visual cues, Melanie Cohn, Digital & Social Media Strategy, Dunkin’ Brands, told us in April.

“The geofilter is not only a fun, special way to connect with fans in certain markets, but also allows us to tie the digital space and offline action together in an extremely powerful way,” Cohn adds. “We see Snapchat as a great place for content creation, as well as helping to drive guests to our Dunkin’ Donuts stores and provide a unique in-store experience.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.