Krispy Kreme Pipes Out an Edible Mobile Barcode

Tim Maytom

Donut bakery chain Krispy Kreme has come up with an innovative new approach to the mobile barcode, with a scannable video that users can show at a store for a discount, created by dripping various streams of the company's glazing onto a batch of donuts.

The campaign is part of the company's "Day of the Dozens' promotion, and aims to use mobile and video to drive bricks-and-mortar activations by providing customers with a buy-one-get-one-free offer when they purchase the brand's iconic dozen Original Glazed donuts.

While users can print out and redeem a traditional coupon from the brand's website, the promotion also gives customers a chance to redeem the offer by using a video specially produced for the day, which creates a scannable barcode from varying widths of glaze pouring onto donuts.

The video is hosted on YouTube, making the coupon easily distributed without the need for a dedicated app, and the unique nature of the barcode provides consumers with a memorable, engaging experience far beyond what a traditional barcode, either printed or digital, could give.

The brand is supporting its coupon efforts with a social media campaign on Facebook, Twitter and elsewhere, sharing the video and encouraging discussion around the campaign using the hashtag #DayoftheDozens.