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Barkley Develops Krispy Kreme® "Hot Light™" App and Widget
Dec 23, 2011 (09:12 AM EST)
KANSAS CITY, Mo., Dec. 23, 2011 /PRNewswire/ -- Fans of Krispy Kreme® Doughnuts know that when the "HOT NOW" sign glows, it's time to rush in for hot Original Glazed® doughnuts. Now, those fans can utilize a new mobile phone app and desktop widget developed by integrated ad agency Barkley to find out when the Hot Light comes on at their favorite Krispy Kreme shop.
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."
The app, which is available for iPhone and Android phones, and as a computer desktop widget, tracks when a participating US Krispy Kreme shop has its Hot Light turned on. App users can choose how often they'd like to receive notifications or search for active Hot Lights nearby.
Said Logan, "This project is a fantastic example of the concept of the Web of Things. We are now able to connect Hot Lights in the US Krispy Kreme system to the Internet and know when they are on or off; and we can deliver that information to Krispy Kreme fans—on the Web, on their smartphone or Twitter.
"The Hot Light app is one of the first fruits of Barkley's approach to digital innovation. We launched an Innovation Lab this year whose mission is to prototype emerging technologies and bring them to our clients for testing. That's the approach we took with this project, and it's exciting to see it roll out systemwide."
"Genuine engagement that is useful to our guests is key to our social media strategy," said Dwayne Chambers, Chief Marketing Officer for Krispy Kreme. "This unique Hot Light app is one more way we can share the one-of-a-kind Krispy Kreme experience with our fans."
The app can be downloaded for free from KrispyKreme.com/hotlightapp, or via Android Market and the iTunes Store.
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