Let’s take a look at a clever marketing strategy Dunkin® rolled out to grow their mobile presence and build customer loyalty.
In select markets like Philadelphia, Dunkin® offered a free medium coffee every Monday, but only if the Eagles won their Sunday football game.
The catch?
You could only redeem the offer through the Dunkin® mobile app.
This campaign is a smart example of how to drive engagement and generate buzz using two powerful marketing tactics:
1. Driving App Downloads & Daily Engagement
To get the free coffee, customers had to download the app. Even customers who rarely download apps (like me) found it compelling enough to take that step. Once the app was on my phone, I started checking it regularly for other daily deals… keeping Dunkin’s® brand top-of-mind every day.
2. Word-of-Mouth Through Shared Passions
Sports are inherently social. As soon as I saw the offer, I told my friends and family. “If the Eagles win, you get a free coffee! But only if you have the app.” That kind of buzz spreads fast, especially when it’s tied to something people are already passionate about. Dunkin® turned fans into brand ambassadors just by aligning with their love for the game.
Pretty smart, right?
Now, you might be wondering… Do I need a custom mobile app to pull off a campaign like this? That sounds like an expensive and time-consuming project.
No, you don’t!
You can create the same excitement and engagement using SMS (Short Message Service / Text Message) marketing… faster, cheaper, and just as effective.
Here’s how:
Create a Keyword Campaign: Let’s say you’re based in Chicago and want to run a similar promotion tied to the Chicago Bears victories (we know they’re due for at least a couple ☺️) Choose a keyword like BEARS and have customers text it to your SMS number to opt in.
Set Up an Autoresponder: After each Bears win, send a coupon or special offer directly to subscribers’ phones the following Monday. Make sure to include an expiration date on the offer to create a sense of urgency and encourage immediate action.
Promote In-Store First: Start with simple signage… table toppers, window posters, bag inserts, etc. to encourage your loyal customers to join the campaign. These customers will do the rest, spreading the word naturally to their friends, family, and coworkers.
You don’t need a big brand budget to run a smart campaign. You just need the right message, the right timing, and the right tools to stay connected with your audience.
Have questions or want help setting this up? Drop a comment below… we’re happy to help.