CarMax Invites Customers to 'Do Donuts'
CarMax has invited customers to ‘do donuts’ during their test drives, a promotion with Dunkin’ Donuts. For shoppers who take part in CarMax’s 24-hour test drives today through May 16th, they’ll receive a $10 Dunkin’ Donuts gift card.
What encouragement does the general public need to do donuts in CarMax vehicles? The vision of drivers fueled on sugar and caffeine hot lapping used cars is laughable but entirely possible.
“At CarMax, we believe the car-buying experience should be as enjoyable as possible,” said Sarah Lane, vice president, marketing at CarMax. “We want customers to experience a day in their life with their new ride. Since America Runs on Dunkin’, we know that includes a trip through the Dunkin’ drive-thru for their favorite order. Collaborating with Dunkin’ on “Doin’ Donuts” makes CarMax’s 24-Hour Test Drive experience that much sweeter.”
CarMax customers also receive a checklist of ideas of what to do with the vehicle for 24 hours. This includes taking your dog for a drive, packing the trunk to ensure things fit, and going through a drive-through to see if you have enough cupholders. No word on whether they ding you for pet hair, grass, or sprinkles found in the car upon its return from the test drive. Apparently, this was Dunkin’ Donuts’ thinking, too.
“You never know if a car is right for you until you’ve taken it through a Dunkin’ drive-thru,” said Dunkin’s Melanie Rabino. “Making sure your vehicle’s cup holders perform perfectly is the perfect test.”
The other type of donuts, the unsanctioned kind, were not mentioned by either CarMax nor Dunkin’. This promotion marks the second time in recent weeks where CarMax has amped up its media presence.
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I sure hope in the small print that test driving a Mustang is exempt from the offer...