Dunkin Donuts rolls out ‘bomb’ app in Korea

How to target breakfast-skipping Koreans?

How to target breakfast-skipping Koreans?

A promotion to encourage young Koreans to work Dunkin’ Donuts into their early morning routine is being rolled out across the country.

A mobile app called Morning Start-up wakes customers up with an alarm, prompts them to choose items from the Dunkin Donuts menu, and gives them three hours to get to the store before a ‘bomb’ explodes on their phone.

When they get to the store, customers use ultrasound technology to redeem a voucher which gives them a discount off Dunkin products.

The campaign, developed by Cheil, is based on the insight that one in three Koreans aged 20-30 skip breakfast because they are “too busy or a bit lazy”, according to the agency.

The campaign, which launched on 24 March in five stores in Seoul, and is now being rolled out nationwide.


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