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
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]