Brief Explanation

Each DUNKIN DONUTS store in Korea takes a role as an off-line platform, and Social Network Services connected through mobile application take a role as an online platform media. The campaign was able to expand itself and more people could be involved in it, because we have utilized on and off-line platforms as a cycle. Scan the QR code at the store, and download the application ↓ Use the application outside of the store with mobile ↓ Verify through Ultrasound tagging as soon as enter the store (One of the steps of using the mobile application that leads people smoothly into the store) ↓ Communicate about brand related issues through facebook and twitter, even outside of the store ↓ PR via exposures to other SNS users ↓ Store visits and application downloads by new users ↓ Repetition (Another cycle of this) While a series of steps of mobile application repeats, on off-line platform, the campaign is spread through promotions and outdoor displays. Moreover, on online platform linked with SNS media, users create contents by themselves, so that even more aggressive expansion is possible.