Krispy Kreme’s ‘Throwback Party’
Open the game- Brand
- Krispy Kreme
- Year
- 2019
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Arcade
- Platform
- Social
- Agency
- The Monkeys
Objective
Krispy Kreme sought to capitalize on 90s nostalgia and drive brand engagement during the limited-edition Throwback Party doughnut launch. Targeting millennials in Australia and New Zealand, the campaign aimed to increase social media interaction and boost e-commerce and retail sales through playable entertainment directly on Instagram.
Solution
The Monkeys created a four-game virtual arcade experience within Instagram Stories and Facebook, with each arcade game tied to one of four Throwback Party doughnut flavors (Finger Bun Fighter, Krispy Kart, Fairy Bread Fantasy, and Brownie Batter Bash). The games featured retro pixel-art graphics and 8-bit audio to evoke classic arcade gaming. Players competed on a leaderboard, with top performers entered into a draw to win a year's supply of Krispy Kreme doughnuts as the primary incentive mechanism.
Results
Not published.
