Between the crisp air, hot drinks and jacket-scarf combinations, I can’t help but accept the fact that summer is officially behind us and that the fall has arrived. Not that I’m complaining – fall happens to be my favorite season. Many brands are also capitalizing on a love of autumn and have created campaigns to get consumers excited about their products as well as the foliage. Here are three brands that are doing fall right this season:

Reese’s

Reese’s to reach college football fans. The candy company recognized that most fans rely heavily on social media channels for information and to stay current. Reese’s encouraged fans to submit game day photos with hashtags #TeamReeses and #ContestEntry. By doing so, participants had the opportunity to be featured on College Game Day or to win a trip to the ultimate GameDay experience.

By driving fans to interact with the brand’s social media contests, Reese’s was able to reach its target demographic where they are—online.

Diane Von Furstenberg (DVF)

Highly respected fashion designer Diane Von Furstenberg is no stranger to creating trends. This season, she got her fans to look at her fall line in a different way by releasing the “Secret Agent” bag. By encouraging consumers to , DVF allowed her following to get lost in her line of beautiful fall-themed outfits and accessories while experiencing the collection in a unique way.

DVF also hired model Karlie Kloss for the series, spotlighting her as a multi-tasking “women on a mission.” This persona is one that women can identify with as many women are constantly on the move. DVF’s fall collection was able to intrigue its clientele and the season in a different way, by developing a “sexy, mysterious [and] alluring” side of fall.

Dunkin’ Donuts

Every year, the pumpkin spice craze takes over coffee shops across the nation as the season changes. Dunkin Donuts decided to emphasize its pumpkin-flavored offerings, joining some of its top competitors.

Dunkin established “ ” a giveaway offering the first 500 customers free pumpkin flavored hot and iced coffee and other pumpkin-themed items at locations all across the U.S. Dunkin Donuts also ran a social media campaign along with it called “Pumpkin Grams.” “Pumpkin Grams” encouraged fans to post their sweet fall treats on their personal Twitter and Instagram pages with hashtags #DDPumpkin and #Sweepstakes for the chance to win Dunkin Donuts gift cards.

This fall, Reese’s, Diane Von Furstenberg and Dunkin Donuts all capitalized on consumers’ excitement for fall. By knowing their target audiences and marketing the brand accordingly, these companies were able to reinforce brand loyalty and raise awareness.