Social networking has boomed on mobile devices and yet mobile ads on social networks have been nearly non-existent. Dunkin’ Donuts has had great success leveraging social networks, building a base of more than 5 million fans on Facebook, but limited to experiences on desktop web browsers.

With more than half of Facebook users’ using mobile Facebook, we needed to create an engaging Dunkin’ Donuts experience that would be accessible on mobile but still be highly sharable. Loyal fans have consistently shared their favorite coffee, customized their way, to the Dunkin’ Donuts Facebook wall. Learning from that user behavior, we made the Dunkin’ Coffee Customizer.

The Dunkin’ Donuts Facebook page published updates inviting their loyalist fans to use the Dunkin’ Coffee Customizer to share with their friends. iPhone, Android or iPad users could use the touch, swipe and gyro functionalities of their smartphone/tablets to customize their coffee and share to their friends on Facebook.

Through mobile rich-media, users could build their customized Dunkin’ Donuts beverage within the Facebook app and or the Facebook mobile website. Since users were already logged in, sharing was incredibly simple (no-logins!).And since we were using the power of smartphones, all the interactions were touchable animations. Swiping, tilting and or touching would select beverages, creamers & sweeteners. With all the different kinds of customizations, we created copy for each of the 300+ combinations and showed the number of check-ins to each beverage combination. Friends could see customized beverages in their feed and then create their own.

The Dunkin’ Coffee Customizer was one of the very first mobile rich-media ads of it’s kind to customize, share & spread within the mobile Facebook experience. Dunkin’s post reached almost double a typical Facebook update and garnered a .57% click-through-rate. Of the users who interacted with the unit, more than 70% posted an update to their Facebook wall.