Dunkin’ Donuts, a Canton-based coffee-and-baked-goods chain looking to take advantage of social media marketing, said an a-cappella chanteuse named Meg Anchukaitis is the star of a TV ad that debuted earlier this week.
According to the chain, these are its first ads to air that feature “real fans” and created directly from social media.Anchukaitis of Walpole tweeted out this message @DunkinDonuts, “Every acappella rehearsal needs a dd iced coffee to get me through #mydunkin.”
Dunkin’ Donuts said it sorted through “tens of thousands of posts to Facebook and Twitter to select the first fans to appear in six new television commercials that are based directly on their original social content.” Anchukaitis was among those chosen.
In her ad, she sips from a Dunkin’ Donuts Iced Coffee while “free styling in an acappella practice” with her friends, the company said.
“Every day our guests share through social media the many ways Dunkin’ Donuts coffee makes a difference in their daily lives,” company executive John Costello said in a statement.
Costello is president of global marketing and innovation at Dunkin’ Brands Group Inc., the parent company that operates Dunkin’ Donuts and sister chain Baskin-Robbins.
“We believe one of the best ways to demonstrate this passion is by giving our fans the opportunity to share their enthusiasm through their own words and stories,” he added.
Dunkin’ Donuts has more than 10,500 restaurants in 31 countries. For 2012, Dunkin’ Donuts’ restaurants had global franchisee-reported sales of about $6.9 billion.