Dunkin’ Donuts and Krispy Kreme, which each created a promotion around Inauguration Day, are getting some returns, at least in social media buzz.Dunkin’ offered a new “Stars & Stripes” frosted donut for 89 cents for four days up to and including the big day – and in some markets, coffee and hot chocolate purchasers could buy the special donut for 44 cents. Participating Krispy dealers actually gave out one free donut of choice per customer, no purchase required, on Inauguration Day.
According to the Social Media Index (SMI) developed by social media services provider Vitrue, which can measure the extent of online conversations about a brand in social networks, blogs, Twitter and video and photo sharing on a daily basis, both brands got a lift in share of online voice.
Dunkin’s SMI rose five points or 20% — from 42.6 to 47.6 – between the day before the Inauguration (Jan. 19) and Jan. 26.
Krispy has a significantly lower presence in the social space, but saw a larger gain in percentage terms. Krispy’s SMI rose by 3.4 points or 25%, from 13.4 to 16.8.