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Dunkin’ Donuts gives customers the royal treatment on Twitter

Dunkin’ Donuts is celebrating the birth of Britain’s Royal Baby with a Twitter sweepstakes that lets customers tweet who in their life deserves to be treated like royalty in exchange for a chance to win a trip for two to England and other prizes.

Through today, followers of @DunkinDonuts who tweet an answer using the hashtag #DDRoyalTreatment will be entered to win one of five $50 gift prizes or the grand prize of a four-day, three-night trip for two to London, complete with airfare, hotel accommodations and $500 cash. The Dunkin’ Donuts’ Royal Treatment Sweepstakes is an example of how mobile can be used to build engagement and drive sales during global news events.

“Running sweepstakes and contests allows us to not only speak to fans, but also offer them a chance to get something back for their support of the brand,” said Michelle King, senior director for global public relations with Dunkin’ Brands.

“We’re pleased to offer fans a chance to win a trip for two to London, where we have several restaurants. We’ve found that our fans really enjoy celebrating the royal milestones with us through our Twitter sweepstakes,” she said.

Celebrating milestones
The newest British royal, a girl named Charlotte Elizabeth Diana, was born to Duchess Kate Middleton and Prince William on Saturday.

The name pays tribute to the girl’s grandmother, Diana, who was killed in a car crash in Paris in 1997. The newborn’s full title is Her Royal Highness Charlotte Elizabeth Diana of Cambridge.

Post on Twitter account yesterday.

Helmed by CEO and Chairman Nigel Travis, who is a citizen of both the U.S. and Britain, Dunkin’ Donuts and sister brand Baskin Robbins have celebrated Royal Family milestones in recent years.

In 2011, Dunkin’ Brands marked the Royal Wedding of Prince William and Catherine Middleton with a Dunkin’ Donuts royal wedding doughnut and a Baskin Robbins royal wedding ice cream cake.

To celebrate the birth of Prince George in 2013, Dunkin’ Donuts unveiled a new royal munchkin, while Baskin Robbins offered a Royal Baby signature ice cream cake.

Dunkin’ Donuts, based in Canton, MA, has 11 restaurants in England. The brand also is the official coffee, tea and bakery partner for Liverpool Football Club, while Baskin Robbins is the official ice cream partner.

Dunkin’ Donuts, founded in 1950, has more than 11,300 restaurants in 36 countries worldwide.

Dunkin’ Donuts’ use of mobile continues to grow. Some of its wins include leveraging existing partnerships with sports teams, other organizations and driving offers and coupons that are exclusively in its mobile app.

Early this year, Scott Hudler, vice president of global consumer engagement  for Dunkin’ Donuts, said the company is “all in” on mobile following the success of its one-year-old DD Perks Rewards program as well as promising initial results from a mobile ordering test.

The donut bakery chain is celebrating the one-year anniversary of its mobile-driven loyalty program, DD Perks Rewards, with special offers for members. Looking ahead, the company is exploring ways to leverage mobile in-store, including exploring beacons.

Baskin Robbins’ plan to launch a mobile loyalty program, including successful features from Dunkin’ Donuts’ mobile application, will build engagement by giving consumers a faster way to learn about time-sensitive events and offers, while making customers more likely to redeem promotions.

Loyalty program
Last week, in a conference call to discuss Dunkin’ Brands’ first-quarter financial results, CEO Nigel Travis said the ice cream shop chain’s mobile loyalty program is planned for later this year and would take consumers deeper into mobile engagement on the heels of the company’s turnaround in the United States.

Twitter home page.

Incorporating best practices of Dunkin’ Donuts, a fellow unit of Dunkin’ Brands, would import the coffee and doughnuts chain’s grasp of the growing importance of mobile loyalty to quick-serve restaurants, an understanding that has brought its loyalty program and its mobile payment and gifting application millions of members and downloads.

“Our #DDRoyalTreatment sweepstakes is just another way we can interact with our fans and social and celebrate the arrival of Her Royal Highness Princess Charlotte of Cambridge together,” Ms. King said.

Final Take
Michael Barris is staff reporter on Mobile Commerce Daily, New York