From doughnuts to Dressgate: How real-time marketing helps brands stay relevant
It would have been easy enough for Dunkin’ Donuts to dismiss the Internet phenomenon “Dressgate” as irrelevant to its brand. What, after all, could an online debate over optical illusions and the color of a dress possibly have to do with pastry and coffee?Turns out, plenty. In a shining example of real-time marketing done right, Dunkin’ Donuts quickly identified the viral trend and rapidly conceived and executed a relevant promotion to insert its brand into the conversation. On the morning of Feb. 27—just hours after the phenomenon erupted—the company tweeted an image of a black-and-blue frosted doughnut alongside a white-and-gold one. “Doesn’t matter if it’s blue/black or white/gold, they still taste delicious,” read the accompanying text.To read this article in full or to leave a comment, please click here