Donut King’s Gamification App Proves an Engagement Marketing Masterpiece
The success of Donut King’s recently launched gamification App, Donut Rush, showcases exactly why brands should be embracing engagement marketing to better communicate and interact with their customers.
Since its launch in late March, the App has already hit over 320,000 downloads, and has been comfortably sitting in the Google Play and Apple App Store’s top charts for the past 6 weeks, often overtaking App giants such as Gumtree, eBay, Skype and Twitter. The App’s popularity and extensive gameplay saw it reach the number one position in Apple’s App store and the Google Play store last week!
Donut Rush is an infinite running game, where the main characters – known as Donut Warriors – collect donuts as they race throughout a fantastical land.
The aim of the game is to earn as many points as possible, which can be redeemed within the game for vouchers. Customers can use these vouchers at Donut King stores nationwide for free donuts, and there’s even an option to enter a competition to win a year’s supply of donuts.
“The latest data shows that our customers are, on average, engaged with the Donut King brand via Donut Rush for 8 minutes and 45 seconds per session, which when put in perspective, is over 17 times the length of a 30-second ad,” he said.
“With over 20 million minutes of gameplay and 2.85 million gameplay sessions, the immersive brand engagement is priceless.”
By driving customers in store to redeem vouchers for free donuts, the App has the added benefit of significantly increasing foot traffic into Donut King stores.
“This is where a comprehensive omni-marketing strategy comes into play, utilising point of sale displays, bunting, posters, stickers on coffee cups, LCD displays, digital and social advertising and a TV commercial to drive app downloads,” Kevin said.
In addition to the incredibly high return on investment already gained by the development of Donut Rush, Kevin also noted the significant increase in subscribers by over 300%.
“The App is integrated with our marketing automation platform, Marketo, which we use to track our customers’ journeys across our business, effectively marketing to the various stages of a purchase pathway.
“RFG has embraced engagement marketing head on, rolling out an organisation-wide approach to data-driven communications, providing brands with an enhanced opportunity to engage with customers in a cohesive way across all channels.” he said.
Donut Rush is available for free downloads from both the Apple App Store and Google Pay and the free donut voucher campaign will run for two months.
To install the app click here
Official Donut Rush description on Apple App Store and Google Play
The kingdom’s supply of donuts is running out! Join the Donut Warriors in their rush to box all the remaining donuts.
Pedal furiously through the Donut Kingdom, collecting as many donuts as you can. Collect magnets and speed boosts to power you up and grow your excitable crew with milkshakes. But beware of the jelly pits and ice-cream snow drifts.
Remember, your kingdom needs you and you will be sweetly rewarded. In the end your boxed donuts can be redeemed for FREE DONUTS! Wait… did we say FREE donuts? One lucky Donut Warrior will also win FREE DONUTS FOR A YEAR!
Play and win FREE DONUTS now.
Donut King is part of Australia’s largest multi‐food franchise operator, ASX Listed Retail Food Group Limited (RFG). RFG owns the Donut King, Brumby’s Bakery, Michel’s Patisserie, Gloria Jean’s Coffee, bb’s café, Esquires, The Coffee Guy, Café2U, Pizza Capers Gourmet Kitchen and Crust Gourmet Pizza franchise systems, and is a significant wholesale coffee roaster supplying Brand Systems and third party accounts under the Di Bella Coffee, Evolution Coffee Roasters Group and Roasting Australia coffee manufacturing brands. As well, RFG is a leader in foodservice, dairy processing and wholesale bakery pursuits, operating the Hudson Pacific Foodservice, Dairy Country and Bakery Fresh businesses.