The Hot Light is an essential and beloved part of the iconic Krispy Kreme brand. In 2011, Krispy Kreme with the help of Barkley, created the Hot Light app and platform, which connected all of the Krispy Kreme Hot Lights to the Internet, enabling Krispy Kreme fans to know whenever their nearest Hot Light is on. Presented at WOMM-U by Tim Sabo, Global Creative Director for Krispy Kreme and Mark Logan, SVP Digital Innovation for Barkley.

1. copyright 2012 Barkley, Inc. All rights reserved.

2. http://quiz.sharelikebuy.com/
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3. TIM SABO MARK LOGAN
GLOBAL CREATIVE DIRECTOR SVP DIGITAL INNOVATION
KRISPY KREME MOONSHOT
BARKLEY INNOVATION LAB
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6. ORIGINAL GLAZED DOUGHNUT
©
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7. OUR DOUGHNUTS
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10. O 10

11. 21 COUNTRIES
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12. THE ROAD SIGN 12

13. THE HOT LIGHT
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14. DOUGHNUT THEATER ™
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15. PAPER HATS
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16. OUR FANS
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17. OUR FANS
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18. OUR SHOPS
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40. OUR MARKETING 40

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43. “DONNA
CAN SPOT
ONE OF
THESE LIT
UP IN A
DEAD FOG
AT
MIDNIGHT
FROM A
MILE OFF.”
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44. “HERE I WAS
ABLE TO GET
THE BEST
DONUTS EVER.
KRISPY KREME!
THE CLASSIC
NEON SIGN,
ICONIC OF AN
EARLIER
AMERICA...”
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45. THE ONLY TIME
I ACTUALLY
STOP FOR
DOUGHNUTS IS
WHEN KRISPY
KREME HAS
THEIR ‘HOT
KRISPY KREME
ORIGINAL
GLAZED NOW’
LIGHT ON.”
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46. “THAT IS SUCH
A GREAT
BUSINESS
PLAN — TURN
ON A LIGHT
AND PEOPLE
STOP AND BUY
DOUGHNUTS.”
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47. OH HARK THY WEARY TRAVELER
THROUGH THE DARK AND CHILLY NIGHT.
THERE WAS NO MORE A WELCOME SIGHT
THAN THE “HOT NOW” LIGHT! 47

48. • MOBILE TRAFFIC ESCALATING
• ANDROID AND IPHONE EVENLY SPLIT
• NEARLY ALL MOBILE SESSIONS USE THE LOCATOR
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49. THE IDEA
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51. PROTOTYPING
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52. PROTOTYPING
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57. @KKHOTLIGHT
TWEET
#HOTNOW
AND ZIP CODE
TO FIND HOT
LIGHTS ON
NEAR YOU.
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71. • OVER 100,000 DOWNLOADS
• 141,000 HOT LIGHT NOTIFICATIONS . . . PER DAY
• OVER 10,000 BANNERS PER DAY
• ON AVERAGE, EACH STORE’S STATUS HAS BEEN
SERVED UP 83,000 TIMES IN LESS THAN 6 MONTHS
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72. • MOBILE VISITS INCREASED 165% OVER 2011
COMPARED WITH 70% OVERALL SITE TRAFFIC INCREASE
• MOBILE ACCOUNTS FOR 33% OF ALL VISITS, COMPARED
WITH 21% IN 2011
• MOBILE VISIT STATS FOR PAGES PER VISIT AND VISIT
DURATION DOWN APPROXIMATELY 30% EACH
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76. copyright 2012 Barkley, Inc. All rights reserved. 76

77. TIM SABO MARK LOGAN
TSABO@KRISPYKREME.COM MLOGAN@BARKLEYUS.COM
@MLOGAN
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