Dunkin’ Donuts has launched TV spots called #MyDunkin, featuring the brand’s passionate Twitter fans. It’s the latest social media-minded initiative led by global CMO John Costello, who was behind the industry’s first TV commercial made entirely from a Vine video. The marketing exec is pretty excited about mobile, too.
You recently made advertising history with Vine spots. How did you get to this intersection of social and TV?
We’re finding there’s real synergy among social media, mobile and traditional marketing. While each one works independently, the real power is integrating all of those things.
Have they been effective?
They are generating incredible buzz and consumer engagement. It also brings to life our partnership with Monday Night Football. With Vine, it’s hard to quantify business results. But we know that as consumer engagement increases for Dunkin’, the business increases.