In an Australian first, Krispy Kreme has announced the launch of its virtual, ‘lickable’ doughnut ads that will see fans licking their smartphones and tablets to virtually taste its new “Decadent Desserts” range.
With 81 per cent of Australians owning a smartphone, and 63 percent owning a tablet, Krispy Kreme’s novel new digital ads tap into Aussies’ undeniable attachment to their devices in an entertaining way.
Krispy Kreme’s digital business manager, Russell Schulman, said that while not all consumers will be salivating over their iPhone screen, the novel new ‘virtual doughnuts’ will allow consumers to discover Krispy Kreme’s Decadent Desserts treats – New York Cheesecake, Black Forest, Lemon Meringue and Tiramisu – in a new and engaging way.
“Our new lickable ads encourage users to virtually lick the toppings off their favourite Decadent Desserts doughnut, whilst racing against the clock to produce the fastest ‘lick time’ and challenging friends to beat their score by sharing their results through their social networks,” said Schulman.
“We’re excited by what this campaign promises to deliver – a new and engaging way for Krispy Kreme to interact with fans. Obviously we understand that not everyone will choose to lick their phone, which is why we’ve gamified the experience for added fun.
“Mobile is a huge focus for us at the moment – our consumers are online, and on their devices more than ever, so investing in user-friendly, interactive mobile experiences is a natural fit for Krispy Kreme.”
Krispy Kreme’s new lickable ads utilise Google’s Lightbox ad technology, giving consumers a seamless, full-screen experience on any device. Lightbox also extends the time consumers have to interact with the brand thanks to a two-second-hover delay mechanism, which cuts down on accidental expansions. The ads are built using HTML5, allowing for a media rich interactive experience without having to download Flash or an additional app.
The “Decadent Desserts” range is available in store for a limited time only and fans can start licking the toppings off their smartphones, tablets and desktops by visiting Krispy Kreme’s website now.
Digital Agency: Digital Arts Network
Digital Producer: Fernando Agune, Gemma Heyes
Digital Creative: Razif Djamaluddin, Ben Tan, Chloe Saintilan, Andrew Torrisi, Robert Harris, Aaron Stannard
Krispy Kreme Digital Business Manager: Russell Schulman
QA: Fernando Agune
Tech Lead: Kiyo Nishimura
National Digital Creative Director: Russ Tucker