Krispy Kreme is offering a donut-dispensing ATM machine at a pop-up location in London, England as part of a marketing campaign for the brand's newest donut flavor dubbed the Nutty Chocolatta donut. The ATM is located outside of the Krispy Kreme location in Holborn, and the machine creatively distributes pastries instead of money.
The ATM is a temporary location that allows consumers to receive donuts at all hours of the day. The machine is stocked with the new flavor in place of money, and serves customers on a 24-hour clock.
In addition to the ATM pop-up, the brand also put together a fake 'Confidential Internal Memo' and sent to customers debuting the Nutty Chocolatta donut. The gimmick was designed to increase hype and viral appeal through a simulated private message leak.
Key Themes Behind This Trend
- Food-dispensing Atms
- Opportunity to create food-dispensing ATMs that offer meal replacement options for people on-the-go.
- Viral PR Stunts
- Opportunity for brands to create viral PR stunts to increase brand awareness and buzz around new product launches.
- 24-hour Retail
- Opportunity for retailers to extend their operating hours and provide more convenient options for customers.
Where This Applies
- Fast Food
- Fast food restaurants can benefit from offering 24-hour food-dispensing ATMs outside of traditional operating locations.
- Retail
- Retailers can offer convenient, 24-hour food-dispensing options as a way to stand out and attract customers.
- Marketing and Advertising
- Marketing and advertising agencies can help brands create viral PR stunts to increase brand awareness and word-of-mouth marketing.
