Mobile-social utilities
We have reached a watershed moment in mobility. With the launch of iPhone OS 3.0 and Apple's new 3Gs, the U.S. is now playing catch-up in the world of mobile computing. (As many of you know, the U.S. lags behind many other nations when it comes to mobile adoption.)
The barriers to entry for owning an iPhone (or any smartphone) have been lowered, and the benefits of a true mobile OS have been realized by the mass market. For marketers, the question is not, "Do we leverage the iPhone?" Rather, the question is, "How should we leverage the iPhone to serve our overarching brand strategy, and what other devices should we consider?" Any attempt to answer this question must start by asking another question: "How can we deliver value?" (I know you should not answer a question with a question -- just humor me.)
Dunkin' Donuts recently took a run (pun intended) at a value-driven iPhone application. The obvious application -- a Dunkin locator -- would not have been an innovative use of technology and would have added little consumer value beyond what current tools can add. Realizing this, a decision was made to create something that did not exist before for Dunkin -- something valuable that would make the purchase process easier and more fun.
Dunkin' Donuts created the "Dunkin Run" platform, accessible via web or iPhone.
What makes this idea work is not the technology. This idea works due to the way Dunkin' Donuts employs social influence. This initiative attempts to position "Dunkin Runners" as social heroes.
This video explains how you can be an office hero.
This initiative is, in my opinion, of greater value to Dunkin' Donuts consumers than a website could ever be. Dunkin customers may still go to DunkinDonuts.com for information, but "Dunkin Run" is far more compelling and functional.
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