Dunkin’ Donuts has launched the Top of the WorlDD New Year’s Eve photo and video contest in conjunction with JetBlue. The Dunkin Donuts Facebook contest which runs until December 14, encourages users to submit photos and videos with New Year’s messages for their friends and loved ones. The winning entries will be displayed on Dunkin Donut’s Times Square billboard on New Year’s Eve. Grand prize winners in each category will also win two round trip tickets from JetBlue. The contest also includes prizes for 10 runners-up in each category, who will each win a $50 Dunkin’ Donuts card.
To enter the contest, participants must like the Dunkin’ Donuts Facebook page to gain access to the photo and video submission page. Photos and videos will be judged separately on appeal, originality, creativity, and sticking to the contest’s theme.
Creating this contest around a popular seasonal event is an inspired choice. The Dunkin’ Donuts Facebook contest provides a good example for content marketers of how brands can build engagement while taking advantage of user-generated content. With users supplying their own photos and videos, all the company has to do is host the content and judge it. This type of content is hugely influential with the large Generation Y segment, according to recent Hubspot research, and is very effective for building a community. Dunkin’ Donuts already has more than 8 million Facebook fans, but the contest gives the company the chance to reach its fans’ extended networks. Add to that cross-promotion of the contest via Twitter and Google+ and there is huge potential to increase the company’s social media fan base.
Image credit: Robert Banh/Flickr