Dunkin': digital badge program

 

Dunkin’ fans wear their loyalty like a badge of honnor. now they have a way to show it off.

Dunkin’ wanted to keep their loyal customers engaged beyond the morning coffee run. But how do you make every digital interaction feel as warm and rewarding as a fresh cup?

We designed a badge recognition program to span across challanges, seasonal promotions and celebrate member’s ongoign engagement with the brand.

 

Launching with a full surround digital experience

  • 4 data-driven emails to launch the program

  • 9 rich push and in-app touchpoints created for launch

  • 7 challenge badges designed

  • 12 milestones badges designed

Members earn badges by completing challenges.

or by reaching visit milestones in their customer journey

members learned about the new badges via 7 rich push messages, 4 dynamic data-driven emails and multiple in-app notification banners or on the website.

We spent two of the three years I was on the Dunkin’ account strategizing, crafting and selling in this idea. The creative was developed in line with those strategies but executed after I left the team.

Brand Positioning, Loyalty, Email Marketing, App CreativeChelsea Klevesahl