How Dunkin' Donuts Stores in Arizona Beat the Heat With Twitter

Photo Credit: Adweek.com

Photo Credit: Adweek.com

When retail chains run national campaigns, their locations in some geographical areas get left out in the cold—or uncomfortably in the scorching sun, if they happen to be located in the American Southwest. First Cup, a Dunkin' Donuts franchisee company in Phoenix, knows the feeling when it comes to the quick-serve brand's efforts on Twitter.

"With our heat, we don't really want the same messaging they are using back East during certain parts of the year," Alex Apodaca, COO of First Cup, told Adweek. "It's nice to get to control the Twitter [offer] for out here in the desert."

So during the last half of 2013, Apodaca & Co. tested HipLogiq's SocialCompass in order to suss out relevant Twitter conversations. (They released the data results for the first time today.) The franchisee used the handle @DunkinDonutsPHX, which has grown modestly to 2,160 followers. Via a search algorithm, the system found nearby people who were prime targets for a complimentary medium coffee—and "iced" was part of the pitch, of course. Read More