Why Dunkin’s Spidey Social Media Takeover Was a Success
This Halloween season we got a special treat from Dunkin. Their limited-time spider donut, AKA Spidey D, features a chocolate munchkin with white icy eyes inside a glazed purple covered donut with chocolate “leg” on the sides appeared on their X, Instagram and TikTok account on October 21. Dunkin’s Spidey D was making an entrance.
Spidey’s Debut
The spider donut was no stranger in stirring the pot with its sassy comments and dominant tone of voice. Its first post had a white background and black text that read, “come here” with the donut coming closer to the view while the last shot read, “im in charge now.”
Getting Spicy
Their funniest post had to be the “Long Legs Daddy” one.
Spidey’s Social Media Reign Ends
These posts continued until October 29th when “HR” stepped in and announced that Spidey’s login credentials have been removed.
The overwhelming response of Spidey’s week-long takeover was positive. Here are…
5 reasons why this social media star was a success
1. Playful Tone
Halloween is about having fun and bringing your inner child to life and this includes brands. Brands need to resonate with their audience. Playfulness triggers positive emotions, making people more likely to have a favorable view of the brand or person. Those positive associations can make followers more loyal and open to future interactions or transactions.
2. Builds Relatability
When brands or individuals show a more human side, they appear more relatable. This fosters a sense of connection with followers who can see the personality behind the profile, building trust and likability.
3. Encourage Engagement
People are more likely to engage with content that feels light-hearted or fun, whether through likes, shares, or comments. Playful posts often stand out in feeds, attracting attention and interaction. The best part of all of this is that other brands like Pringles, Walgreens and Jack in the Box engaged with Dunkin as well.
4. Differentiates the Brand
Many accounts take a serious or neutral approach, so a playful tone can help distinguish a brand or individual. This makes the content memorable and helps it stand out amid the usual stream of information.
5. Boosts Shareability
“Share” is a crucial metric on social media because it directly indicates how much your content is being actively shared by users with their networks, signifying high engagement and potential for wider reach and brand awareness when people find your content valuable enough to spread to others.Fun, creative, and humorous posts are shared more frequently than serious or formal posts.
By incorporating playfulness and fun, brands and individuals can create a sense of community and approachability, making them feel like a friend rather than just a content source.
Thank you Dunkin for giving us a special Halloween treat this season!
