To promote its bakery sandwiches, Dunkin’ Donuts is running an “UpgraDDe Your Sanwich” campaign. The coffee giant has turned to social media in the past to drive user engagement.

“Incorporating Instagram into our ‘UpgraDDe Your Sandwich’ sweepstakes was an easy decision,” said Scott Hudler, vice president of global consumer engagement at Dunkin’ Brands.

“Instagram has become such an important and popular social media channel and we know our fans enjoy communicating with us through it,” he said. “By allowing our fans to send us photos of their sandwiches that ‘just didn’t cut it’ through both Twitter and Instagram, we’re opening up another stream of communication that is widely used and will provide us with an additional portal to entry.

“We also appreciate the ability to send photos through Instagram via a mobile device which is of value to our guests who are constantly on-the-go.”

Social promotion
The Dunkin’ Donuts campaign is running through Feb.

To participate, consumers are encouraged to share a photo of their “sad, homemade lunches” that are in need of an upgrade on Twitter or Instagram, along with the hashtag #UpgraDDe.

Four randomly selected winners will each receive a $50 Dunkin’ Donuts mobile gift card, and one grand prize winner will receive $299 in Dunkin’ Donuts Cards.

“Our team has a deep understanding that mobile and social platforms go hand-in-hand,” Mr. Hudler said. “As a result, we like to engage with our fans through both platforms.

“We appreciate how the new mobile-friendly Twitter profile pages allow us to reach both fans entering from their desktop and on their mobile devices,” he said.

“We also integrated our Dunkin’ App with this Twitter sweepstakes by offering a $50 mGift to four lucky fans chosen from all valid entrants.”

Past initiatives
Dunkin’ Donuts is no stranger to mobile or social.

Last year, Dunkin’ Donuts continued to dip its toes in the mobile space via a targeted campaign that not only promoted its Coolatta drinks, but let consumers find their favorite flavor (see story).

Most recently, the company made mobile a big priority by marrying the medium with social media in a campaign that invited coffee lovers to guess the latest Dunkin’ K-Cup pack flavor (see story).

“Mobile and location-based promotions will continue to be an important part of our overall marketing efforts in the future,” Mr. Hudler said.

“Part of why these programs are particularly important to our brand is that our busy guests are always on the go, so we know that they are increasingly reliant on their mobile devices to keep them running,” he said.