Donut King has seen recent success with a gamification app which helps drive consumers to stores.
The Donut Rush app has seen over 320,000 downloads since its launch in late March, overtaking giants such as Gumtree, eBay, Skype and Twitter.
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 also an option to enter a competition to win a year’s supply of donuts.
The donut company's chief digital officer Kevin Wordon said the campaign reflected Donut King's refreshed focus on engagement marketing and innovation.
"The latest data shows that our customers are, on average, engaged with the Donut King brand via Donut Rush for eight 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.”
