They ran a mobile marketing campaign in the Boston area, encouraging customers to opt-in to receive text message offers.

The campaign was advertised on local radio and through mobile internet ads.

 

This resulted in 7,500 consumers opting in to receive Dunkin’ Donuts text message offers.

After the first text message offer, 17% of recipients forwarded or showed the text message promotion to a friend.

 

35% considered themselves more likely to buy lattes and coffee from Dunkin’ Donuts in the future.

 

Dunkin’ Donuts restaurants in the Boston area experienced a 21% increase in store traffic.