If you haven’t had your Krispy Kreme fix lately, then this year may be the time to get your glaze on. To mark its 75th anniversary and connect with consumers, Krispy Kreme has launched its national “Glaze the Nation” Tour.
Aside from being a big fan of those just-out-of-the-oven little gems, what is even worthier of note, is Krispy Kreme’s fully integrated campaign. Starting with their retro cool Krispy Kreme Cruiser, a 1960-vintage Starliner bus that will be making stops from coast to coast. The bus tour also pays homage to founder Vernon Rudolph’s use of a small fleet of delivery trucks to build his business in the early 1940’s. The Krispy Kreme Cruiser is being operated for the brand by Richard Childress Racing, and the tour kicked off in Daytona, Fla. on Feb. 23 with an event featuring appearances by former NASCAR drivers Kyle, Richard and Austin Petty.
The tour will make at least 500 scheduled stops at local fairs and festivals, major events and Krispy Kreme locations, as well as spontaneous stops along the way. In addition to samples of its Original Glazed doughnuts and other sweets, representatives will engage fans with games, prizes and a variety of giveaways.
Track the bus in real-time. Fans can log on to GlazeTheNation.com and track the cruiser’s location in real-time, while taking advantage of promotions and links from the brand’s Facebook and Twitter presences. Fans can view photos and videos, read the tour guides’ blog, interact with guides and follow the tour’s Twitter conversation.
Spreading their social reach. I love how Krispy Kreme has ventured beyond the basics of Facebook and Twitter. Fans are encouraged to tag themselves with Cruiser on Foursquare, pin the brand on Pinterest, and follow it on Instagram. Those who register as “friends of Krispy Kreme” can also receive emailed tour updates.
Maybe this inventive integration of traditional and social media is thanks to Dwayne Chambers, a veteran of Fuddrucker’s, Noodles & Co., Red Robin Gourmet Burgers and Sonic Drive-In who became Krispy Kreme’s CMO in September 2010. Whatever the reason may be, we give Krispy Kreme a big thumbs up for integrating social media into the campaign. We will watch this year to see how nicely glazed the nation turns out thanks to their efforts.[Source: Media Post/www.krispykreme.com]