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Krispy Kreme makes its on-screen shop a reality through mobile technology

krispy kreme

The limited-edition Power Rangers doughnuts

Krispy Kreme is partnering with Lionsgate to promote the release of Saban’s Power Rangers with multiple mobile-centric engagements, including an immersive representation of the franchise featured in the film.

The digital representation of the Angel Grove shop is the first such virtual reality engagement for Krispy Kreme, and was filmed using Matterport technologies. The partnership will also roll out a custom Power Rangers Snapchat geofilter, which will launch in the next few weeks; both engagements coincide with the launch Power Rangers doughnuts available now through April 2 at participating shops in the U.S. and Canada.

“We have teamed up with Lionsgate to promote the Power Rangers film in a way that allows fans to experience Krispy Kreme in a totally new, unexpected way,” said Jackie Woodward, chief marketing officer of Krispy Kreme Doughnuts. “The virtual opening of Krispy Kreme Angel Grove comes with the same passion and excitement experienced with a traditional Krispy Kreme shop grand opening.”

Krispy Kreme and Lionsgate
The VR experience will also include sneak peeks at scenes from the movie not yet seen, making it valuable for those excited about the film. 

The promotion also includes a number of other mobile engagements, including the aforementioned Snapchat geofilter — a feature that brands both big and small have been leveraging with increasing frequency.

Krispy Kreme's VR experience

“We are frequently looking for new ways to engage with our fans,” said Sarah Roof, corporate communications coordinator at Krispy Kreme Doughnuts Corporation. “We are excited to be using such a dynamic and interactive platform to connect with consumers, regardless of where they are in the world.”

Users can also take advantage of the hashtag #KrispyKremeAngelGrove for the chance to win prizes from Krispy Kreme, and can enter a sweepstakes to win a trip to San Francisco (and $500 spending money) through a mobile-optimized Web site. A grand prize winner will win a gift card for Krispy Kreme Doughnuts for a year.

Saban’s Power Rangers releases in theaters nationwide on March 24.

VR experiences
The verdict is still out on whether brand experimentations with VR will amount to more than just a fad: while VR use was seemingly becoming widespread over the past year, enthusiasm for the platform has significantly dampened over the tail end of 2016 and in 2017. 

Krispy Kreme's VR experience

Many analysts claim that the success of VR will be predicated upon users’ uptake of standalone VR apparatuses, as opposed to mobile-reliant ones. Findings from ABI Research's Augmented and Virtual Reality Devices and Enterprise Verticals report claims that standalone devices — such Oculus Rift — will enjoy a 405 percent compound annual growth rate through 2021 (see story). 

And the Tribeca Film Festival is planting deep roots with virtual reality, with the technology having a heavy presence at the festival through various exhibitions this week (see story). 

“Our VR experience was specifically crafted to connect with Krispy Kreme and Power Rangers fans across the globe,” Ms. Roof said. “It’s a truly innovative way to reach fans, while also providing an exciting first taste of the film.”

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Rakin Azfar is editorial assistant on Mobile Marketer, New York. Reach him at rakin@napean.com.

 
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