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Krispy Kreme bakes up mobile innovation with bar code made of glaze December 9, 2015

Posted by TelUS Consulting Services in Wireless catagory.

Krispy Kreme is bringing bar codes to life with a scannable mobile video that users can show at a store for a discount, exhibiting the possibilities for combining video and mobile to drive bricks-and-mortar activations.

The doughnut bakery chain is driving sales through the video coupon, which lives on YouTube, while also making a lasting impression on consumers through its unique call-to-action. The video features the glazing process of the doughnuts in which the streams of  icing make up the digital bar code.

“The importance of the scan code mobile push for Krispy Kreme, is that you do not have to bring a coupon in for the offer, you only need to bring your mobile, Using your device to show the video for the offer greatly reduces touch points required to redeem an offer like this, making it easier on the customer.

Icing on the cake
On Dec. 12 customers can visit Krispy Kreme to redeem their mobile video coupon on the date dubbed as Day of the Dozens.

Mobile users must present the image or video of the glazing machine, creating the digital bar code. The store employee will be able to physically scan the bar code for the customer to receive a discount.

The doughnut retailer is sharing the video coupon on its social media pages such as Facebook and Twitter, and is encouraging discussion surrounding the campaign with the hashtag #DayoftheDozens.

The campaign is combining a series of insightful tactics to best drive sales. Krispy Kreme is highly aware that its manufacturing process is captivating to fans, and engages them while also inciting a craving for the doughnuts.

With many consumers having their devices already with them, a mobile coupon makes in-store redemption easy for most, as they will not have to go out of their way for a piece of paper to ensure their discount.

In-store visitors on Dec. 12 will also receive a second Glazed Dozen free with a purchase of one dozen.

Now that’s using mobile apps and marketing…


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