Krispy Kreme evolves from clicking to licking

30 June 2015
 

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Krispy Kreme wants you to lick its latest ads.

Krispy Kreme has unveiled a mobile campaign urging consumers to lick (virtually, we think) its latest dessert offering.

Krispy Kreme has tapped Digital Arts Network to create a series of “lickable” ads, encouraging consumers to simulate licking the toppings off their favourite doughnut.

The doughnut merchant has launched a new series of dessert toppings including New York Cheesecake, Black Forest, Lemon Meringue, and Tiramisu.

It has also added a layer of gamification to the ad, challenging users to "lick" their doughnut clean in record time, posting their times to social media.

“Mobile is a huge focus for us at the moment – our consumers are online, and on their devices more tthan ever, so investing in user-friendly, interactive mobile experiences is a natural fit for Krispy Kreme,” Krispy Kreme digital business manager Russell Schulman said.

The ad is leveraging Google's Lightbox ad technology, giving conusmers a full-screen experience on any screen.

It has also been built using HTML5, which means users won't have to download flash or an additional app.

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