The app has hit over 320,000 downloads since its launch in March.
The Donut Rush app has been comfortably sitting in the Google Play and Apple App Store’s top charts for six weeks, often overtaking App giants such as Gumtree, eBay, Skype and Twitter. The App’s popularity and extensive gameplay pushed it to the number one position in Apple’s App store and the Google Play store.
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.
Kevin Wordon, Chief Digital Officer for Donut King owner Retail Food Group Limited (RFG), headed up development of the App and said the campaign was a taste of the Company’s current focus on engagement marketing and innovation.
“RFG is embracing engagement marketing by utilising technology like the Donut Rush App to communicate with our customers through a fun, interactive channel,” he said.
“Our customers are tech savvy and mobile, and with this App, we have managed to get them engaged and in touch with the brand directly and at a fraction of the cost of more traditional marketing methods. 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 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,” Wordon said.
In addition to the incredibly high return on investment already gained by the development of Donut Rush, Wordon 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.
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