
25 Oct DOUGHNUT MISS OUT ON A TRIP TO NYC!
This campaign is just too damn tasty! For the first time in Australia, Krispy Kreme is sending a winner and three mates on the trip of a lifetime to New York!
Typically, consumers prefer a ‘bigger chance of winning something small, than a smaller chance of winning something big’ but we’ve flipped this campaign on its head and lead with a big fat doughnut of a Major Prize – the ‘Ultimate trip to NYC’! The trip includes flights, hotels, a Broadway show, a baseball game, and the very important VIP tour of the Krispy Kreme flagship store! There’s also the chance to instantly win up to $500,000 in Travel Gift Cards.
So don’t miss out… with only 5 days to go, head into any Krispy Kreme retail store or any 7-Eleven and purchase any participating product and enter online for your chance to win.
Did you know?!
Using a two-tiered prize mechanic can help to tick all your objectives! Leading with the Major Prize in this instance helps to drive awareness of Krispy’s heritage, brand values and fun. After all, only Krispy Kreme can send winners to their flagship store in Times Square.
At the same time, we know that high volume, lower value prizes actually convert fans into customers. As such, the Instant Win component incentivises multiple purchases and rewards consumers immediately – driving that instant gratification that we all know and love.
Hints & Tips
Make sure your creative is simple, engaging, relevant and… quirky! Krispy Kreme have decided to have a bit of fun with this campaign. Check out the Statue of Liberty – she seems to misplaced her torch and tablet, and grabbed some doughnuts instead – yum!