"We conceived of Dunkin' Run as a social application that helps hard-working Americans stay slightly more productive," said Baba Shetty, Hill Holliday's Chief Media Officer. "It's based on the idea of reciprocity -- I'll get your coffee today and hopefully you'll get mine tomorrow -- in a way that perfectly complements the 'we're in it together' ethos of the Dunkin' Donuts brand."
So you're late again. You're a woman with a busy career but you're newly married and you have hopes for a family, too.
You're trying to get to a meeting when you hear the familiar ping of your cell phone, telling you a text message has arrived.
You open it: "Your fertile window opens today and lasts five more days," it says. "Stress can get in the way of conception, so relax and get a massage, meditate or take a yoga class."
The text you just received is from -- yes, this is its real name -- Booty Caller. The app is free, offered by a parenting Web site called BabyCenter.com.
Do you really want a text to remind you this might be a good time for sex? It may not be your idea of spontaneous fun, but its makers say it may well help you squeeze some fun -- and a new baby as well -- into an overscheduled life.
"Booty Caller is definitely a sign of the times," Linda Murray, the editor-in-chief of BabyCenter.com, wrote in an e-mail. Her site, she said, "set out to create a tool that would provide fertility information as well as tips on getting pregnant in fun, digestible text messages."
Look around -- through magazines, at store displays, on kids' T-shirts -- and you may see small, square black-and-white patches that remind you of bar codes. They serve much the same purpose. The idea comes from Scanbuy, a New York firm that hopes the little so-called EZcodes will become ubiquitous.
"We've been at it for a while," said Jonathan Bulkeley, the CEO of Scanbuy Inc., "and the idea's been the same: making it easier for you to navigate using the camera on your phone, instead of the keypad on your phone."
Point your camera phone at, say, an ad for running shoes, and your phone's screen will quickly show you a Web site with specs and user reviews. Point the phone at the code on a kid's shirt, and you're directed straight to his or her Facebook page.
Bulkeley said he can see countless other uses: How about a marker, for instance, on the wrapper for a head of lettuce that tells you how long ago it was picked from the field? He has even seen a code on a grave marker that lets you read about the life of the person to whom you're paying respects.
Picture yourself in the store, intrigued by the pair of running shoes you checked out via Scanbuy. But can you afford them?
Financer is a portable electronic ledger, a way for you to keep track of your money, no matter where you are.
"Financer is one of our most popular applications; and we've seen an increase in demand since the recession," said David Becker, CEO of its maker, dBelement.
The screen of your iPhone takes on the look of a checkbook ledger, the same thing you used a generation ago, except that it does the math for you.
Your account's a bit thin; maybe you'd better hold off on the shoes.