Dunkin? Donuts is rewarding consumers via a mobile challenge to further engage its customers with the brand and its iced coffee product.

The company partnered with Scvngr for the mobile initiative. Dunkin? Donuts is rewarding users with Boston sports teams merchandise.

"Our strategy is to leverage Scvngr's powerful game dynamics to motivate consumer behavior in a fun, interactive way," said Chris Mahl, senior vice president at Scvngr. "Dunkin? Donuts is all about delighting their customers, and SCVNGR challenges and rewards are perfect for activating social engagement, elevating brand loyalty, and giving customers something extra for having fun.
 
"Dunkin? Donuts worked with Scvngr to build a game strategy for their target market," he said. "The Scvngr app gives consumers an easy platform to express themselves using social media, engage with the Dunkin? Brand, and experience an element of surprise and delight since they?re being rewarded for having fun.

"By playing Scvngr, customers have a huge incentive to come back and interact with the brand again."

Dunkin? Donuts has more than 9,700 restaurants in 31 countries worldwide.

Scvngr is a free location-based game and gaming platform. People play Scvngr via iPhone and Android wherever they go to check-in, complete other challenges, earn points and unlock rewards, all with the ability to share their activity with their friends on Facebook and Twitter.

Slam dunk
Consumers can participate in the mobile challenges by visiting any of the Dunkin? Donuts participating locations in the greater Boston area and playing Scvngr.

While in the store, customers can unlock rewards from Boston sports teams, such as discounted merchandise and free t-shirts that are redeemable at the Boston Bruins Pro Shop at TD Garden.

There are several mobile challenges that consumers can participate in.

Customers can play the Get a Grip Scvngr game by snapping a photo to show the company how they hold their iced coffee when it is chilly outside.

In the caption they can tell Dunkin' Donuts what temperature it is outside.

There is also a Drop Your Gloves game where consumers can send in a pep talk to pump players up for the next Bruins game.

"An email was sent out to Dunkin? Donuts Perks members in the Greater Boston area, inviting them to start doing challenges and earning rewards on Scvngr at participating Dunkin? Donuts locations," Mr. Mahl said. "Signage was also posted at participating Dunkin Donuts? locations, and Dunkin' Donuts leveraged their huge social media following by sending out Tweets and posting campaign details to Facebook.

This is not the first time that Dunkin? Donuts has rewarded its customers.

The company recently rewarded New England guests who have been caught drinking its iced coffee all winter long by giving them a chance to win Celtics and Bruins tickets, as well as Dunkin? Donuts merchandise.

Additionally, last year Dunkin? Donuts rolled out interactive Web tools and an iPhone application to create a social group ordering experience for its customers as part of the Dunkin' Run campaign (see story).

"We've worked hard to tie the act of checking in to a meaningful experience - for example, playing a game and getting a reward," Mr. Mahl said. "We're seeing more and more big brands quickly warm up to this type of location-based marketing because it works: it helps them keep people in the door longer and increases brand engagement.

"Location has been about activating people while they?re at a certain place or business," he said. "The next step from there is turning those people into loyal, repeat customers. We?re constantly innovating at Scvngr and always exploring ways to make that more of a reality."

Users can take a photo to compete in a challenge

Consumers can compete in challenges

Consumers can win prizes

Final Take
Scvgnr helps brands get the word out about new products