Case Study:
Krispy Kreme®

Users spent nearly as much time engaging with the Krispy Kreme offer as they would a standard 30 second TV spot.

Objective

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.

Strategy

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.

Results

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.

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