Krispy Kreme Pipes Out an Edible Mobile Barcode

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.