ANA Annual Meeting 2012

Dunkin' Donuts' Campaign Shares Consumers' Answer to 'What Are You Drinkin'?'

Video: John Costello Talks About Putting Fans in Ads

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Dunkin' Donuts has been asking consumers "What Are You Drinkin'?" in ads for some time. Now in a new campaign the company plans to share some of the answers it's gotten, according to marketing chief John Costello, who spoke at the Association of National Advertisers Masters of Marketing conference in Phoenix.

The effort, created by Hill Holliday, features real fans communicating their affection for the chain's coffees in social media. It uses the hashtag #MyDunkin' to encourage further sharing.

"Social media is a conversation rather than advertising," Mr. Costello said. "And recommendation is the most powerful form of advertising." In this video, he explains the strategy behind the campaign.

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