Road trips are the travel method of choice this summer, with one in three Americans packing up their cars for adventures. To keep travelers riding in comfort, Dunkin’ is holding a road trip-inspired giveaway that includes a week long rental experience in a Dunkin’ adorned RV. The Refreshers RV giveaway combines America’s new preferred way of travel with the release of Dunkin’s new iced Refreshers beverages. Fans can enter for a chance to win a trip in an RV decked out in Dunkin’ decor, unlimited Dunkin’ K-cup pods, and restaurant gift cards to be redeemed presumably on the new Dunkin’ Refreshers. The outside of the RV includes the brand’s signature bright pink and yellow coloring with drawings of Dunkin’s plastic cups combined with summer imagery of palm trees and sunglasses.
To enter Dunkin’s Refreshers RV giveaway fans can go to its Instagram page, screenshot the RV application image from its Story Highlights, and post the filled-out form on their own Instagram using the hashtag #DunkinRefreshSweepstakes. Dunkin’ will choose one winner by September 20 and deliver the custom vehicle to them, where it can then be taken on a road trip with friends or family. Brewing up interest on Instagram using current consumer interests, such as taking a mental “refresher” and travelling by car during the pandemic, could help Dunkin’ reach fans across the country looking for a socially-distanced travel opportunity. Intertwining its travel sweepstakes with promotions for its newest beverage could also help Dunkin’ strike a promotional balance that drives both rewards program members and new customers to stores, according to a Gartner report. The sweepstakes is the latest food-fueled initiative by Dunkin’, having recently launched its own coffee-flavored cereal line and brought back “Free Donut Fridays”.
Summer vacations in 2020 reflect a new era of travel for many, so it makes sense that Dunkin’ hit the gas on creating a one-of-a-kind road trip. While the sweepstakes rewards one fan with a unique cross-country experience, it also allows Dunkin’ to take advantage of an out-of-home, on-the-road advertising opportunity that could keep it top of mind with car-riding customers looking for a caffeine fix.