Users spent nearly as much time engaging with the Krispy Kreme offer as they would a standard 30 second TV spot.
As a fun way to celebrate National Doughnut Day, observed annually on the first Friday of June, Krispy Kreme gave away a free doughnut to anyone who visited their stores. Their objectives were to drive engagement and inspire brand loyalty with current customers while simultaneously encouraging new customers to visit the classic doughnut and coffeehouse chain.
Verve targeted a custom audience segment of Quick Serve Restaurant Frequenters as well as anyone within a 5-mile radius of a Krispy Kreme outlet to drive foot traffic to stores.
With nearly 300 locations in the US, Krispy Kreme wanted to ensure consumers knew how to get to the nearest store in order to take advantage of the special offer. Tap to Map, the hallmark location-based creative experience from Verve, was the perfect solution. In addition to highlighting the free doughnut offer, the ad units dynamically pulled in two locations closest to the consumer; directions from the consumer’s current location were available with a simple tap.
2.31% TAPPED TO LOCATE A NEARBY KRISPY KREME
In pursuit of free doughnuts, consumers exceeded previous engagement benchmarks by 25% as they tapped to find their nearest Krispy Kreme – strongly indicating positive brand engagement and intent to get their free doughnut.
AVERAGE BRAND ENGAGEMENT: 26 SECONDS
Users spent nearly as much time engaging with the Krispy Kreme offer as they would a standard 30-second TV spot, proving fast-food restaurants can create interactive and seamless brand experiences for consumers on mobile.
Technology goliaths such as Facebook and Twitter have been held to a radically different standard in the marketplace, and their impunity has damaged innovation and the media.
All too often, the challenges around ad delivery transparency and auditing the supply chain are assumed to be out of reach. One concept that isn’t on the table, however, but it should be, is a trustless peer-to-peer ad network.
The time for in-app video is undoubtedly now, but the question remains: what steps can publishers, advertisers, and marketers take to stay on the path of accelerated growth?