Dunkin’ Donuts is offering mobile device users in select markets the opportunity to play a Valentine’s Day-themed instant win game with a myriad of prizes and is driving enrollment in its DD Perks mobile loyalty program with a second sweepstakes option featuring a grand prize of two JetBlue flight vouchers and a Travelpro luggage set.

Consumers in specific New York, New Jersey and Connecticut towns can visit FinDDYourMatch.com on their mobile devices to play the holiday-themed match game once a day, which offers prizes such as a year’s supply of Dunkin’ Donuts coffee and mobile gift cards. Customers that aim to win the grand prize can enroll in the DD Perks platform by Feb. 28 to receive a special code enabling them to enter, proving that Dunkin’ Donuts’ mobile loyalty continues to rise from strength to strength.

“Every year, our guests get more and more excited for our Valentine’s Day offers, especially our heart-shaped Brownie Batter and Cookie Dough Donuts,” said Cathy Chavenet, senior field marketing manager at Dunkin’ Donuts, Metro New York.

“This year, we wanted to give our guests in Metro New York a chance to make their holiday extra special with the FinDD Your Match Instant Win Game. We think guests will be excited to play the online game each day, through February 28^th, at www.finDDyourmatch.com, for the chance to win instant prizes, including the grand prize of two JetBlue ticket vouchers and luggage from TravelPro.”

Driving loyalty
While users do not have to belong to DD Perks to partake in the instant win game, the brand is ramping up loyalty by giving users that do enroll the advantage of being eligible for the grand prize. Customers that sign up for DD Perks by Feb. 28 with the special code “MATCH” will enter a second sweepstakes, offering a lucky fan a mid-winter trip with a loved one or friend.

“Sweepstakes are an excellent method of driving consumer adoption of loyalty programs,” said Janice Pollard, senior marketing and public relations manager at HelloWorld, Inc., Detroit, MI. “An effective model at HelloWorld is to use sweepstakes and instant win games to start a conversation with consumers, as prizes garner attention.

“For those who are not part of DD Perks, a sweepstakes can be used to encourage membership. For those who are already members, sweepstakes and games are effective at re-engaging members and provide a fun new way to interact.”

The grand prize of the contest is a set of two travel certificates from airline JetBlue, with a bonus of a luggage set from Travelpro to make the packing easier. Users do not need to make any purchases to enter the sweepstakes.

This themed promotion also allows Dunkin’ Donuts to draw more attention to its current partnership with JetBlue, as it functions as the airline’s official coffee provider, with its branded tea and coffee served on all domestic JetBlue flights.

“Instant win games are very effective in food and beverage, especially when it comes to activating typical wait times,” Ms. Pollard said. “Because most consumers have a mobile device, food and beverage brands can convert passive consumers into engaged consumers after they place their order using tactics such as instant win games or trivia.”

Leveraging seasonal campaigns
The hearts-themed instant win game is an optimal way of leveraging an upcoming holiday to resonate emotionally with consumers.  Users are asked to input their name and email or phone number before the mobile-optimized site takes them to the next page, featuring several cards that must be clicked on to reveal the hidden photos.

Users must quickly match the identical pairs, and will receive a message informing them if they have won a prize after the activity has been completed. Dunkin’ Donuts is also hoping it will swirl up interest in the reappearance of the brand’s popular heart-shaped donuts, which are featured as matches in the game.

“Our guests show an enormous amount of anticipation and excitement around our holiday and seasonal offers,” Dunkin’ Donuts’ Ms. Chavenet said. “Through mobile programs like the FinDD Your Match Instant Win Game, we have been able to expand the level of excitement around our limited time offers and seasonal promotions.”

Guests interested in purchasing donuts for their loved ones ahead of the holiday can now buy the heart-shaped Brownie Batter Donut and Cookie Dough Donut at their nearest bricks-and-mortar Dunkin’ Donuts location.

The Brownie Batter Donut includes chocolate brownie batter and buttercreme filling, seasoned with heart sprinkles and chocolate icing. Fans with a cookie sweet tooth can opt for the Cookie Dough Donut, with its namesake buttercreme filling, chocolate chips and chocolate icing.

The brand is running a promotion for residents in the metropolitan New York region, enabling them to purchase six heart-shaped donuts for $3.99 this week.

New York users of its Dunkin’ Mobile App will also be rewarded with a free Iced Coffee on Mondays if they pay via the app, through Feb. 16, at participating locations.

Dunkin’ Donuts is no stranger to seasonal promotions on mobile. In October, the brand ramped up holiday sales  by promoting its Halloween-themed donuts and launching a social media challenge that asked fans to decorate their Dunkin’ Donuts cups with a costume for a chance to win a $100 mGift card (see story).

Participating counties include New York’s Bronx, Dutchess, Kings, Nassau, New York, Orange, Putnam, Queens, Richmond, Rockland, Suffolk, Sullivan, Ulster, Westchester counties, and New Jersey’s Bergen, Essex, Hudson, Hunterdon, Middlesex, Monmouth, Morris, Ocean, Passaic, Somerset, Sussex, Union, Warren counties.

Fairfield county residents in Connecticut are also eligible for participation.

“Seasonal promotions should be a key part of a food/beverage brand’s marketing plan, as consumption patterns tend to amplify during the holidays,” HelloWorld’s Ms. Pollard said. “When considering two choices, one with a mobile promotion attached to it is more likely to attract attention.

“We are advising our clients that mobile is no longer a nice-to-have, rather they should be thinking mobile first.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York