http://www.prnewswire.com/news-releases/dunkin-donuts-celebrates-national-donut-day-with-free-donut-offer-and-special-twitter-sweepstakes-262086761.html
I chose to do my deconstruction on Dunkin' Donuts' press announcement of their participation in National Donut Day. While their tactics (i.e. Twitter social media contest, free donut in-store promotion, and NASDAQ stock exchange collaboration) were innovative, there was much to be left confused about.
Their in-store promotion was extended globally, but who's to say that all of the countries they operate in even know what "National Donut Day", a presumably US holiday, is? Their social media contest didn't specify what time zone it started in, and the news release should have gone out days in advance so that people would know ahead of time to enter into the Twitter contest. Instead, the news release was sent out RIGHT when the social media contest started. They also had a random mention of a seasonal, summer-edition "Blueberry Cobbler Donut" which didn't fit in with the National Donut Day theme of the news release. The only way it could have worked was if the special-edition donut was released as a "one-day-only" promotion on that day in honor of National Donut Day, which it was not.
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