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Library/Campaign/Krispy Kreme vaccine doughnuts
Grade B11 sourcesHIS-01802

Krispy Kreme vaccine doughnuts

Campaign · 2021

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Krispy Kreme reported over 7.6 billion earned impressions in the first 10 days.

Krispy Kreme

@krispykreme · Mar 22, 2021

We'd like to show sweet support to those who have received the COVID-19 Vaccine. Starting today, bring your Vaccine Card to a Krispy Kreme shop and get 1 FREE Original Glazed doughnut. No chance to get your Vaccine? This will run thru end of 2021. Info at bit.ly/3141hMi

43.7K2.4K
Original · Krispy Kreme

Bridget Phetasy

@BridgetPhetasy · Mar 22, 2021

Obesity is one of the primary factors that affects your response to COVID and these fuckers are giving away a donut a day if you’re vaccinated. Everything is so dumb. nbcsandiego.com/entertainment/…

7.9K1.1K
Post · @BridgetPhetasy on X
We'd like to show sweet support to those who have received the COVID-19 Vaccine. Starting today, bring your Vaccine Card to a Krispy Kreme shop and get 1 FREE Original Glazed doughnut. No chance to…
@krispykreme on X
Obesity is one of the primary factors that affects your response to COVID and these fuckers are giving away a donut a day if you’re vaccinated. Everything is so dumb.
@BridgetPhetasy on X
Krispy Kreme's Free Donuts for Vaccinated People Sparks Blue-Check Twitter Duel to the Death
Mediaite

Spread Score

How it works
Reach68ContagionNo data yetBreadth20Velocity65Longevity3549

Numbers

Earned media impressions, first ten days, company estimate
7.6B
Self-reported · Krispy Kreme via SEC
Milestone date
Week of Mar 22, 2021
Mar 22 ’21 to Week of Mar 22, 2021
Platforms
4
Started on X
Origin
Stunt
Food & beverage

Mechanics

  • ControversyPrimary
  • Platform jump
  • Press loop
  • Newsjacking

How it spread

Trace the origin

Krispy Kreme launched a daily vaccination-card doughnut offer. It prompted debate on Twitter and Facebook and drew news coverage. The company later reported giving away more than 1.5 million doughnuts.

Documented milestone; not a measured attention peak. Some dates are known only to the week, month or year.

Google searchesMar ’21AprMayJunJulAugSepNovJan ’22MilestoneKrispy KremeStarts · Mar 22 ’21Marketing DiveMar 22 ’21Facebook commentersMar 23 ’21Krispy KremeJun 1 ’21XPressFacebookRetail
XPressFacebookRetail

Timeline (11)

  1. March 2021

    Krispy Kreme seed · Mar 22 ’21

    Krispy Kreme announced a daily free doughnut for people showing vaccination cards.[1][2]

    We'd like to show sweet support to those who have received the COVID-19 Vaccine. Starting today, bring your Vaccine Card to a Krispy Kreme shop and get 1 FREE Original Glazed doughnut. No chance to…
    Open the first post ↗

  2. Marketing Dive press · Mar 22 ’21

    Marketing Dive covered the offer and its vaccine card requirement.[2]

  3. Krispy Kreme milestone · Week of Mar 22, 2021

    The campaign agency said Krispy Kreme trended No. 1 on Twitter in the first 48 hours.[3]

  1. backlash · Mar 22 ’21

  2. platform jump · Mar 23 ’21

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Spread the same way

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Do this

  1. 1A concrete reward can make an abstract public health message easy to share.
  2. 2

Every number (5)

  • Media placements in first ten days, company count“over 5,300 media placements”
    5.3K[10]

Press (3 outlets)

  1. Mar 22, 2021same dayMarketing Dive · Krispy Kreme serves sweet incentive for vaccinated customers

You’ve seen 1 of 2 steps, 1 of 5 numbers and 1 of 3 outlets. Pro opens the rest, with all 11 sources.

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Open the rest of this case

  • 2steps to copy, the playbook
  • 5sourced numbers
  • 3outlets that covered it
  • 11sources, each linked

The same on every case, with alerts and decks.

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Origin
Stunt
Sector
Food & beverage
Region
US
Earned media impressions, first ten days, company estimate
7.6B
Self-reported · Krispy Kreme via SEC
Evidence
Grade B