Homer Simpson’s favourite snack has forced it’s way into my concious this week as Krispy Kreme have launched a festival of chocolate throughout October. I think this is a great campaign for two reasons: one, they aren’t pushing it a massive amount but I expect them to get great results (keep reading…) and two, because of the timing.
Krispy Kreme’s website [by Camden agency blue barracuda] explains all on the new chocolate varieties of doughnut as well as providing a handy stor locator. So far, so normal I hear you say. Indeed, but the clever bit is Krispy Kreme have sent a clever threshers-style unregulated voucher to their mailing list which is now travelling round on email at a rapid pace. The voucher entitles the bearer to one free chocolatey doughnut each time they show it at the store until October 31st:
I received it this afternoon and the email trail revealed it had been fwded 5 times to over 32 people since friday, and the history didn’t reach back to source. A great offer, with a nice viral element. But the real genius for me lies in the timing. This time of year is pretty depressing; the weather has turned nasty, you have to get used to waking and travelling home in the dark, and this year we’re being constantly force-fed bad news at every turn.
What better pick me up than a free doughnut? And if you can’t get to the store why not send someone you like a Krispy Kreme via facebook. Gotta be better than another pair of pants or a ridiculous teddy bear. I know which I’d appreciate more!
Well done Krispy Kreme for putting out a well coordinated campaign at very little effort (email and website update seem to be the only real promos as far as I can see). And although the cost in doughnuts might be high, I reckon KK can survive!
See you in the queue!
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