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56 Days Left to Win $5.6 Million
By: Cindy Wendland
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Last year Dunkin’ Donuts sponsored the “Beat the Heat” contest with a chance to win New York Mets and Yankees baseball merchandise and Dunkin’ Donuts prizes. This year they are offering the “Beat the Streak” contest with a chance to win $5.6 million.

The contest is: Break baseball's toughest record — the legendary 56-game hitting streak. Pick up to two players every day who you think will get a hit. Get a hit, your streak continues; get no hits, start a new streak. Be the first to reach 57 games and win $5.6 Million. With only 56 days left to go in the season, time is ticking. For baseball fans, what a great contest and what great brand building for Dunkin’ Donuts.

The baseball contests are just some of what Dunkin’ Donuts has done to build their brand. In 2012, using Instagram, they offered the challenge: how would you dress up your Dunkin’ Donuts cup for Halloween? Users were encouraged to decorate the cup with a costume and then share a picture on Instagram using the hashtag #DresseDD for the chance to win a gift card. This was a creative, fun contest that built loyalty.

Dunkin’ Donuts has been on an aggressive growth strategy opening stores around the country. In 2014, the company plans to add 685–800 new stores globally. About 380 to 410 of these will be Dunkin’ Donuts stores in the U.S. Dunkin’ Donuts has been active in building their brand through contests, which apparently are working, as they continue to offer them each year and are building bigger contests with their “Beat the Streak” to win $5.6 million campaign.

Baseball fans are fiercely loyal. Dunkin’ Donuts is capitalizing on that and building their brand with banner ads, sidebar ads, and website backgrounds on the Major League Baseball team websites. This media strategy is an incredible way to simultaneously build the brand all over the country. Take me out to the ballpark, and then let’s go to Dunkin’ Donuts!

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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