Cannes Lions

World's Tastiest Coupon

BALDWIN &, Raleigh / KRISPY KREME / 2016

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Overview

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Overview

Description

How do you cut through the holiday clutter with a coupon promotion? Make a coupon no one has ever seen before, using a product they already love.

Instead of making a coupon with a simple bar code, we took Krispy Kreme’s famous glazer machine and made a perfect bar code out of pure, flowing Krispy Kreme glaze. We filmed fresh doughnuts rolling through the bar code glazer, and that video became a coupon that customers could scan right on their phones, directly from social media. The “World’s Tastiest Coupon” campaign was born – and with it, the world’s first scannable video.

Here’s an example (bit.ly/1X0FxXC) in a social environment. It’s likeable, it’s shareable, and it sold a lot of doughnuts.

Execution

Side note: This is not a project that could have been faked. Krispy Kreme’s factory engineers are versatile and creative, and Krispy Kreme was generous to let us borrow them.

Outcome

Overall, the campaign was seen as a fantastic success from the standpoint of both marketing performance and business performance. We knew it struck a nerve when the offer trended on Facebook the day of the promotion. The “Day of the Dozens” Facebook post reach of users increased 109% year-over-year to 5.2 million, while organic video views increased a whopping 271% over 2014. Facebook event invites increased 68% from the previous year, and although it was not a primary goal, Facebook fans grew organically by 44K (a 143% increase over the same promotion in 2014).

Other results:

It was the second most engaged post on Instagram in December. In the world.

Twitter engagement went up 466%.

It engaged 12 million via organic reach on Facebook.

Krispy Kreme had a 83.5% sales increase over a typical December Saturday.

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