Dunkin Donuts Uses Maurice to Drive Facebook Tab Clicks


So much of the best content on branded Facebook Fan Pages is within custom tabs - which most fans fail to recognize and click. Dunkin Donuts (who always does a great job with their social media campaigns) has a clever solution: use the Facebook logo to drive viewers / fans to the click the special tab.

Facebook now allows users to use large, skyscraper-esque icons... allowing brands to creatively insert specific messaging. Facebook automatically crops the top section of the graphic into the 'feed icon' (which is why the Dunkin Donuts logo is prominently placed at the top). Dunkin uses the remaining space to insert marketing messages and offers - currently that includes the "Maurice" character - but typically it is reserved for promoting the Dunkin Donuts "Fan of the Week" (users are entered by uploading unique photos of themselves drinking Dunkin coffee).

There are lots of possibilities - but this particular example is a clever way to drive usage of their custom tab while also spotlighting fans to their 960,000 Facebook fans... a unique, ego-satisfying contest!

dunkin donuts meet maurice The "Meet Mauirce Tab":

meet maurice on facebook