To celebrate its new limited-edition Throwback Party doughnut range, Krispy Kreme has turned its Instagram page into a virtual arcade with the launch of a social campaign via The Monkeys, part of Accenture Interactive, that gives millennials a return taste of their childhood.
Inspired by classic arcade games, The Monkeys, created four Throwback Party mobile games to celebrate each new Krispy Kreme flavour, including Finger Bun Fighter, Krispy Kart, Fairy Bread Fantasy and Brownie Batter Bash.
Set to run across Instagram and Facebook, the virtual arcade mobile games also include a leaderboard that will track players’ high-scores – the top bragging rights for any arcade gamer. Top players will go into the draw to win a year’s supply of Krispy Kreme doughnuts.
Says Jay Morgan, innovations director, The Monkeys: “Growing up as a kid we had arcade parties, filled with classic video games and party food like fairy-bread. We hope the range and these games act like a spaceship that transport people back there to simpler times and good memories.
“This is our first major work with Krispy Kreme and we collaborated closely with the team on naming the range, developing the campaign look and feel and creating the addictive arcade games.”
Says Russell Schulman, chief marketing officer, Krispy Kreme Australia: “Launching our new Throwback Party doughnut range with an interactive social campaign, we hope to encourage our fans to have some fun by tapping into a trip down memory lane.”
To view the virtual arcade and Throwback Party games visit Krispy Kreme Australia’s Instagram page and Krispy Kreme New Zealand’s Instagram page:
Client: Krispy Kreme Australia
Chief Marketing Officer: Russell Schulman
Marketing Projects Manager: Navjot Sharma
Design and Content Manager: Cris Miranda
Agency: The Monkeys
Executive Creative Director: Vince Lagana
Innovations Director: Jay Morgan
Creative & Senior Digital Strategist: Tim Smith
Creative & Social Strategist: Nataly Perez
Creative & Digital Design Lead: Eva Godney
Planner: Henry Bilson
Managing Director: Matt Michael
Senior Content Manager: Victoria Zourkas
Content Manager: Will Davies
Lead Digital Producer: Tamara Wohl
Digital Producer: Krystyna Allen
Technical Director: Jonathan Casley
Developer: Han Lee
Digital Designers: Laura Ive, Lauren Elliot & Max Khoun Ala
PR Agency: Poem Group