Dunkin' Donuts is working to reinvent itself online through a series of new social-media campaigns that have helped the chain build a loyal army of followers on Twitter and Facebook. Besides running Twitter-based raffles and Facebook photo competitions, the company has invented a Twitter persona backed by a real person -- David Puner, aka "Dunkin' Dave" -- to be the digital face of its marketing campaigns. "People seem to like having a real, live person within the brand that they can connect with," Puner says.

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