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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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copyright 2012 Barkley, Inc. All rights reserved.
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http://quiz.sharelikebuy.com/
TIM SABOGLOBAL CREATIVE DIRECTORKRISPY KREME
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MARK LOGANSVP DIGITAL INNOVATIONMOONSHOTBARKLEY INNOVATION LAB
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ORIGINAL GLAZED© DOUGHNUT 6
OUR DOUGHNUTS
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21 COUNTRIES
THE ROAD SIGN 12
THE HOT LIGHT
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DOUGHNUT THEATER™
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PAPER HATS
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OUR FANS 16
OUR FANS 17
OUR SHOPS
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OUR MARKETING 40
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“DONNA CAN SPOT ONE OF THESE LIT UP IN A DEAD FOG AT MIDNIGHT FROM A MILE OFF.”
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“HERE I WAS ABLE TO GET THE BEST DONUTS EVER. KRISPY KREME! THE CLASSIC NEON SIGN, ICONIC OF AN EARLIER AMERICA...”
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THE ONLY TIME I ACTUALLY STOP FOR DOUGHNUTS IS WHEN KRISPY KREME HAS THEIR ‘HOT KRISPY KREME ORIGINAL GLAZED NOW’ LIGHT ON.”
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“THAT IS SUCH A GREAT BUSINESS PLAN — TURN ON A LIGHT AND PEOPLE STOP AND BUY DOUGHNUTS.”
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OH HARK THY WEARY TRAVELERTHROUGH THE DARK AND CHILLY NIGHT.THERE WAS NO MORE A WELCOME SIGHTTHAN THE “HOT NOW” LIGHT!
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• MOBILE TRAFFIC ESCALATING
• ANDROID AND IPHONE EVENLY SPLIT
• NEARLY ALL MOBILE SESSIONS USE THE LOCATOR
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THE IDEA
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PROTOTYPING
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PROTOTYPING
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@KKHOTLIGHTTWEET #HOTNOWAND ZIP CODE TO FIND HOT LIGHTS ON NEAR YOU.
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• OVER 100,000 DOWNLOADS
• 141,000 HOT LIGHT NOTIFICATIONS
• OVER 10,000 BANNERS PER DAY
• ON AVERAGE, EACH STORE’S STATUS HAS BEEN SERVED UP 83,000 TIMES IN LESS THAN 6 MONTHS
. . . PER DAY
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• 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
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76copyright 2012 Barkley, Inc. All rights reserved.
