Dunkin Donuts Uses Text Messaging To Increase Sales

Date: Sun, 05-Dec-2004 Section: Consumer Packaged Goods Brand: Dunkin’ Donuts Company: Enpocket GOALS Entice trial of Dunkin’ Donuts hot lattes to high school/college age students in the Boston area Drive in-store redemption of $0.99 small hot latte mobile coupon in month of October MECHANICS The SMS offer was sent to 7,500 targeted opt-ins. Boston radio DJ’s invited participation; “text in to DD-123” each Thursday morning. In addition, 400,000 Mobile Internet (WAP) ads ran in Boston targeted… More information...

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