Dunkin Donuts is one of my favourite coffee place where I often visit to enjoy my coffee may be more than Starbucks. Having interest in marketing I gravitate towards Dunkin Donuts because it embraces the new emerging technology and use it early on to stay ahead of the competition. One of the cool previous marketing video that I liked was the one with Rachel Ray as their main PR on their website. That was powerful.
Now this time they are taking full advantage of Free video sharing site-You Tube. As news released last year in 2008 by Quick Service Restaurant Magazine,Dunkin Donuts had launched a Dunkin Donuts brand channel on You Tube, that allows people to upload, watch and share the videos created by their own loyal customers.
Dunkin Donuts invited it’s customers from all around the United States to create and share the videos on You Tube. The theme was “How Do You Keep America Running” The Video Talent Contest went on up to March 1st of 2008. A pannel of judges evaluated the submitted videos and chose 50 winners who received a year’s supply of Dunkin Donuts cofee. The other top 10 videos are featured in their You Tube channel as you can see it at www.youtube.com/dunkindonuts
Watch the video that was the winner of the Dunkin Donuts video talent contest. The video looks very professional and also reflects the true representation of a loyal fan who loves Dunkin Donuts. All the top 10 videos have been archived in their You Tube Dunkin Donuts brand channel.
I would highly recommend you to use the same strategy to get user generated restaurant video.How cool it is to have your restaurant video created by your own customer. User generated video can be fun and true to what your customer think about your restaurant brand than an ad agency trying to fake the restaurant video ad. Also I would recommend to create your own restaurant brand channel in You Tube.
If you would like to get more idea on how Dunkin Donuts has used You Tube to create brand awareness please visit at www.youtube.com/dunkindonuts
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