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How Dunkin’ Donuts Uses Open Innovation to Get Ahead

How Dunkin’ Donuts Uses Open Innovation to Get Ahead

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Published by Crowdsourcing.org

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Published by: Crowdsourcing.org on Mar 09, 2012
Copyright:Attribution Non-commercial


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How Dunkin’ Donuts Uses Open Innovation
to Get Ahead
Dunkin‟ Donuts uses open innovation to enhance its dialogue with consumers and
ultimately to promote its brand.
Dunkin' Donuts, United States
The Story:
Open innovation, particularly via crowdsourcingcompetitions has a number of food companies lickingtheir lips for the opportunity they provide to connectwith customers, receive product ideas at a costeffective price and enjoy some valuable and cheap publicity.Collaboration with Consumers
Ben & Jerry‟s,
Walkers Crisps and Waitrose supermarket chain are justa few of the companies that have used competitions to discover newflavours and/or food products.
Another member of the pack is Dunkin‟ Donuts, a company that has run
successful competitions that al
low fans to “Create Dunkin‟s NextDonut”. It‟s also not afraid to experiment with its competition formula
and in the summer of 2010 asked its followers to collaborate on aplaylist of summery songs to go with its Coolatta frozen slush drinks.
As innovations go coming up with a music playlist is not going to rock 
anyone‟s world so to speak, but that wasn‟t the point of this particular open innovation initiative. It was to promote the „mixology‟ of its
Coolatta drinks and to engage both a new audience and the existing oneby getting them excited and talking about the brand. And to do that itcame up with a fun and appealing concept.Sounds of Summer
“Keep It Coolatta 2: Flavour Boogaloo” asked consumers to recommend
favourite songs inspired by the flavours of Coolatta and summer.The company sponsored a custom playlist on Pandora, the Internet radioservice that gives everyone a chance to be a DJ by providingpersonalized stations based on listener preference.All that people had to do was go to the Dunki
n‟ Donuts‟ Facebook page
and suggest their favourite summer song and which Coolatta drink itreminded them of. The promotion sparked many conversations onFacebook and Twitter as enthusiasts discussed their greatest
summertime songs and the company‟s drink 
s.Winning a Bigger AudienceAfter a four week submission period that netted 300,000 new Facebook 
fans Dunkin‟ Donuts released the mix as a branded Pandora station.More than 40,000 Pandora users added “The ultimate Coolatta summer music mix!” to their l
ist of stations, and they spent nearly 14,000 hourslistening to it.

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