Before 2001, Krispy Kreme donuts were a much sought after contraband in this area. We would seek out the glowing ‘Hot Now’ lights at locations in the Buffalo area before arriving back home with a fresh supply of the soft, warm sugar-glazed treasures for ourselves and closest friends. Eventually Krispy Kreme would open several locations in Canada before dwindling to just the 4 that are left in Ontario and Quebec.
Now with the ‘Hot Light’ mobile users can receive alerts when a nearby Krispy Kreme location has the a fresh supply of donuts. After learning that nearly 30 per cent of its web site and social media traffic was coming in by smartphones they worked with their ad agency Barkley to create the app. Users can search for nearby active Hot Lights or choose when and how often they’d like to get alert notifications.
According to Mark Logan, VP of Digital Innovation at Barkley, “If you’re a fan of Krispy Kreme, you know how powerful that Hot Light is. It’s such a strong brand icon. We wanted to find a way to extend its reach.”
Note: the app only works with participating U.S. locations.