Krispy Kreme is known for giving out free doughnuts several times throughout the year, with their most famous and celebrated event being Talk Like a Pirate Day. So, it is no surprise that they give out free doughnuts on the most candy-filled day of the year: Halloween. Their campaign was two-fold, including a proposition that you get a free doughnut on Halloween if you dress up, and a variety of halloween themed doughnuts for the festivities. They made sure to get coverage on all their social media sites such as Facebook, Twitter, Instagram, Pinterest, Youtube, and even included a Facebook event.
Their goal with this campaign was to increase awareness of their Halloween doughnuts and to create an incentive for there to be an influx of people coming into the stores on Halloween. Typically people spend Halloween in their neighborhoods Trick or Treating or at a party, so it makes sense that they wanted to encourage people to go outside the norm and come into their stores. To evaluate this campaign, I looked at the Public Relations Strategic Planning Model, specifically focusing on steps 11 and 12.
11. Strategies: Broad statements about the categories or overall scope of activity that will take place during the campaign.
Krispy Kreme’s general strategy here was to find a way to get people excited about Halloween. They wanted to create an incentive for people to come in the store during their Halloween celebrations. I think that by offering a free doughnut to every costumed customer, they were able to implement this strategy effectively.
12. Tactics: Very specific action steps to be undertaken within those strategies.
Their tactic was simply to raise awareness of their “Halloween Party” by posting on their various social media sites: Facebook, Twitter, Instagram, Pinterest, and Youtube. They did this quite well, making sure to create engaging posts while remaining consistent across platforms.
Overall, I think they had a pretty successful Halloween campaign that got all their customers quite excited to celebrate!