Krispy Kreme ANZ’s bet on Instagram and nostalgic gaming boosts engagement and sales

Krispy Kreme, the doughnut specialist, found success in Australia and New Zealand through using Instagram as a gaming platform.

To celebrate the introduction of a limited-edition Throwback Party doughnut range, Krispy Kreme turned its Instagram page into a virtual arcade aimed at giving millennials a taste of their childhood.

In developing this campaign – which launched in Australia and New Zealand during April this year and concluded in early June – the doughnut specialist worked with The Monkeys, a Sydney-based agency.

Together, they created four mobile games, made accessible via a dedicated microsite, to celebrate each “throwback flavour”:

  • Finger Bun Fighter, a game in the mode of the iconic “Street Fighter” franchise;
  • Krispy Kart, where players race...

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