Date: 10/5/2012
Dunkin’ Donuts: mGifting Recommendation Timing: W12 (11/26-12/31) Job Code: DUN-NON-Billiable-12-63 W12 mGifting Pitch OVERVIEW In partnership with Dunkin’ Donuts successful mGifting program, we seek to demonstrate how we can use digital and social to create additional awareness drivers and drive engagement for mGifting. Currently, Dunkin’ Donuts is using mGifting to send loyalty cards via their mobile app. Consumers can share their mGift through email, text or Facebook. We believe promoting this feature more broadly during the holiday season will help to gain incremental new card activations and ultimately drive more Facebook/Twitter fan growth. We seek to learn more about how we can use mGift (or current partner) to extend the realm of possibilities.
OBJECTIVES/ GOALS Overall Objectives: 1.) Drive additional awareness of mGifting and DD gift cards 2.) Build engagement around mGifting tool What we hope to achieve/ goals 1.) Increase in mGifting participation 2.) Incremental new card activation 3.) Increased share/likes of mGifting
STUDIOCOM RECOMMENDATION There are three main benefits of social gifting outlined below: 1.) Portability- Consumer can send/ receive mGifts through Facebook, email, mobile app and text message 2.) Ease of use- The platform/tool is easy to use, - choose your amount, delivery method, and a link to the Dunkin’ card will be sent to the recipient. 3.) Popularity- Because it is easy, competitors are popularizing the tool: - Starbucks example: Starbucks expects social gifting to make up about 20% of its gifting business in the near future - Many stores are using a social gifting company Wrapp Gap, Sephora, H&M, Starbucks Studiocom has created a list of ideas for how DD can capitalize on mGifting during the holiday and be leaders in the digital/social space. The ideas below will be organized into high-medium-low cost/effort scenarios for DD to choose: 1. Low o Migrate mGifting to a FB app that allows customers to send gift cards through Facebook directly (not just through the mobile app) o Improve current mGift functionality Send push notifications during major holidays (Christmas, Valentine’s Day, Mother’s Day, Father’s Day) to send gifts • The amount of customers who actually come to stores to redeem vouchers are likely to spike on these Holidays Send push notifications when it is near a friend’s birthday to send them an mGift 2. Medium
1
Studiocom Inc. 2011 studicocom.com
o o
o
o
3. High o o
o
2
Recommend a small budget for a Facebook media buy to drive people to the Facebook tab dedicated to mGifting Create a holiday gift giving app (secret Santa) • Allow customers to “secretly” send DD mGifts through FB to their friends and reveal the gift giver on Christmas morning Extend mGifting to Facebook Places or Foursquare to allow for location based social networking • Random “free coffee” mGifts sent to customers who check into a DD/ walk by a DD (only last for certain hours) Improve current mGifting functionality • Allow for actual items (a cup of coffee, a donut etc.) to be sent directly to friends in addition to dollar amount gift card
Extend with current partnerships (Bruins/Pats) • Have Gronk send Seguin an mGift on Facebook Create a holiday sweepstakes on FB • If you send an mGift anytime in the month of December you are entered to win a $100 mGift Allow customers to send funny customizable animated mGifts to friends via FB • Like Jib Jab except they can send a gift card along with the animated ecard
Studiocom Inc. 2011 studicocom.com