Circle leap day as our platform for a clever way to announce the “leap” from regional to national delivery.
To go beyond the “same old” February 29 promotions and deliver an irresistible story as unique as the brand itself, we dug up previous leap day headlines: 29-centric offers were common among brands, while people-related news focused on babies and birthdays. What better way to announce and celebrate national delivery than with the most special deliveries of all — leap day babies! And our #KrispyKremeSpecialDelivery campaign was born.
If a parent, family member or hospital staff announced a leap day arrival on social with the hashtag, tagging @KrispyKreme, then we delivered five dozen free doughnuts to the hospital. An integrated, cross-channel earned and social media strategy before February 29 drove awareness, excitement and preparation to participate, including collaboration with select hospitals. On leap day, an integrated marketing operations war room monitored social to fulfill deliveries and give free-doughnut vouchers to consumers outside the delivery range.