Krispy Kreme Hot Light App Platform

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The Hot Light is an essential and beloved part of the iconic Krispy Kreme brand. In 2011, Krispy Kreme with the help of Barkley, created the Hot Light app and platform, which connected all of the Krispy Kreme Hot Lights to the Internet, enabling Krispy Kreme fans to know whenever their nearest Hot Light is on.

Presented at WOMM-U by Tim Sabo, Global Creative Director for Krispy Kreme and Mark Logan, SVP Digital Innovation for Barkley.

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Krispy Kreme Hot Light App Platform

  1. 1. copyright 2012 Barkley, Inc. All rights reserved.
  2. 2. http://quiz.sharelikebuy.com/ 2
  3. 3. TIM SABO MARK LOGANGLOBAL CREATIVE DIRECTOR SVP DIGITAL INNOVATIONKRISPY KREME MOONSHOT BARKLEY INNOVATION LAB 3
  4. 4. 4
  5. 5. ORIGINAL GLAZED DOUGHNUT © 6
  6. 6. OUR DOUGHNUTS 7
  7. 7. 8
  8. 8. 9
  9. 9. O 10
  10. 10. 21 COUNTRIES 11
  11. 11. THE ROAD SIGN 12
  12. 12. THE HOT LIGHT 13
  13. 13. DOUGHNUT THEATER ™ 14
  14. 14. PAPER HATS 15
  15. 15. OUR FANS 16
  16. 16. OUR FANS 17
  17. 17. OUR SHOPS 18
  18. 18. 19
  19. 19. 20
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  37. 37. 39
  38. 38. OUR MARKETING 40
  39. 39. 41
  40. 40. 42
  41. 41. “DONNACAN SPOTONE OFTHESE LITUP IN ADEAD FOGATMIDNIGHTFROM AMILE OFF.” 43
  42. 42. “HERE I WASABLE TO GETTHE BESTDONUTS EVER.KRISPY KREME!THE CLASSICNEON SIGN,ICONIC OF ANEARLIERAMERICA...” 44
  43. 43. THE ONLY TIMEI ACTUALLYSTOP FORDOUGHNUTS ISWHEN KRISPYKREME HASTHEIR ‘HOTKRISPY KREMEORIGINALGLAZED NOW’LIGHT ON.” 45
  44. 44. “THAT IS SUCHA GREATBUSINESSPLAN — TURNON A LIGHTAND PEOPLESTOP AND BUYDOUGHNUTS.” 46
  45. 45. OH HARK THY WEARY TRAVELERTHROUGH THE DARK AND CHILLY NIGHT.THERE WAS NO MORE A WELCOME SIGHTTHAN THE “HOT NOW” LIGHT! 47
  46. 46. • MOBILE TRAFFIC ESCALATING• ANDROID AND IPHONE EVENLY SPLIT• NEARLY ALL MOBILE SESSIONS USE THE LOCATOR 48
  47. 47. THE IDEA 49
  48. 48. PROTOTYPING 51
  49. 49. PROTOTYPING 52
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  54. 54. @KKHOTLIGHTTWEET#HOTNOWAND ZIP CODETO FIND HOTLIGHTS ONNEAR YOU. 57
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  68. 68. • OVER 100,000 DOWNLOADS• 141,000 HOT LIGHT NOTIFICATIONS . . . PER DAY• OVER 10,000 BANNERS PER DAY•  ON AVERAGE, EACH STORE’S STATUS HAS BEEN SERVED UP 83,000 TIMES IN LESS THAN 6 MONTHS 71
  69. 69. • MOBILE VISITS INCREASED 165% OVER 2011 COMPARED WITH 70% OVERALL SITE TRAFFIC INCREASE• MOBILE ACCOUNTS FOR 33% OF ALL VISITS, COMPARED WITH 21% IN 2011• MOBILE VISIT STATS FOR PAGES PER VISIT AND VISIT DURATION DOWN APPROXIMATELY 30% EACH 72
  70. 70. 73
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  73. 73. copyright 2012 Barkley, Inc. All rights reserved. 76
  74. 74. TIM SABO MARK LOGANTSABO@KRISPYKREME.COM MLOGAN@BARKLEYUS.COM @MLOGAN 77 3

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