Dunkin' Donuts launched a massive social media campaign a few months back in celebration of its 60th birthday, wherein it asked fans to “Create Dunkin’s Next Donut."
Pastry pros were chosen based on their use of ingredients, donut name and donut story, and were awarded $1,200, a year’s supply of donuts and the chance to compete in a bake-off at Dunkin’ Donuts headquarters in Massachusetts. Well, the winner was finally unveiled today on Dunkin's site: Rachel Davis, whose Monkey-see Monkey-donut will go on sale this fall (that particular confection is packed with Bananas Foster filling and topped with chocolate frosting and Reese's Peanut Butter shavings -- hello, heart attack).
To celebrate the winning treat, Dunkin is giving out free donuts to anyone who buys a beverage today, and apparently people are stoked -- about 22,400,000 calories (that's the equivalent of about 6,400 pounds of human fat) and 1,440,000 grams of fat worth of stoked, based on Dunkin's Old-fashioned Cake Donut's nutrition info.
We've been seeing a lot of brands turning to Facebook lately, asking fans to weigh in on products while simultaneously reaping the benefits of exposure (see Levi's and Budweiser).
What do you think of campaigns like this? Does it draw you in or turn you off to see big brands in your newsfeed?