We’ve all been in this scenario . . . you get a craving for [insert fast food joint here] and so you announce to your co-workers that you’re going to make a run. A piece of torn-off paper is passed around getting more ratty by the minute as everyone scribbles in their own hieroglyphics what they want in a range of specific to unclear terms. Moments later you’re sitting in a drive-through trying to decipher everyone’s order without a magic coder ring with cars honking behind you and a very impatient fast food employee screeching on a microphone. It doesn’t take long for you to regret the whole thing. Perhaps next time you’ll read a chapter from the Navy Seals training book for covert operations to sneak out of the office undetected.

Before you dress in all black and apply face paint to begin “Operation Fast Food” you should try a solution created by Dunkin Donuts. The application called “Dunkin’ Run” allows you to create a database of friends and send them an “alert” that you’re going to take a trip to Dunkin’ Donuts.  Friends are invited to access an online menu of items and make their selections. The list is collected for printing or you can take the list on your mobile device (iPhone) and show it to the Dunkin’ Donuts employee. Yes, it’s that simple!

The solution is a fantastic marketing effort by Dunkin’ Donuts that makes these runs easier while maintaining your “hero” status among the office cubicles. What I really like about this app is that it offers a solution for an every day challenge while creating a buzz component among traditional media, social media and throughout the cubicles. We shouldn’t forget the loyalty factor considering that if you like their coffee and donuts this solution makes it easier to build a stronger relationship with their customers.

I also applaud their effort to create an app for their customers. Don’t underestimate the adoption rates of mobile tools and marketing opportunities. These platforms will continue to grow . . . especially with the increasing prominence of the Millennial Generation.

All of this talk of coffee and donuts is making me hungry. Now if they could just figure out an app to collect the money from my co-workers for my Dunkin’ Run.

http://www.dunkinrun.com/

Most teens have felt secure in having their own social environment without any adult interruptions on Sites like Facebook and MySpace. They go about their day of endless social engagement knowing the adults of the World will not venture into their network. The past few years have been great for them uploading cell videos, talking trash about an “ex” friend and sharing the latest hot spots. But today this has become a false sense of security and it’s developing at an alarming rate. Many teens will remember the day when they received an email that mom requests you as a friend on Facebook.

A recent study by The NPD Group (Port Washington, N.Y.) shows that social networking Sites are now being adopted by baby boomers (aged 44-61). In the study more than 41% of “boomers” have visited social networks such as MySpace or Facebook and 61% have been to Sites with streaming or downloadable video.

Adults have been shifting towards youth-centric places on the Web and finding that there’s many applications for their lives. Marketers need to examine this expanding platform for sharing their client’s goods and services.

BMW (with an average buyer aged at 45) used Facebook earlier this year to promote its new 1-Series. Cartier, the brand known for diamond necklaces and expensive watches created a MySpace page promoting its latest collection. They also aligned with several musicians providing a sensory rich experience.

So what is the older generation doing on social networking Sites? A study by Forrester Research showed that older social networking users are there for different reasons compared to the youth of today. They’re less likely to leave messages or interact with other users. It appears that they’re visiting these Sites for information while younger audiences are there to engage with other members.

So why not have their own social networking Site? We’ll a year ago BOOMj.com was born where flower power meets social networking. Others have more accurately described the Site as MySpace meets Amazon.com for the over 40’s. This unique combination merges the information “Boomers” are interested in with a platform for social exchanges. There’s only one problem, which is with the name “BOOMj”. People over the age of 40 don’t like to be referred to as “Baby Boomers”.

I believe the winning advertisers of the future will be the one’s that successfully fit social networking into their marketing mix. But before I start thinking about some more ideas to market in these environments I’m going to check to see if my mom has a Facebook account.