copyright 2012 Barkley, Inc. All rights reserved.

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http://quiz.sharelikebuy.com/

TIM SABOGLOBAL CREATIVE DIRECTORKRISPY KREME

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MARK LOGANSVP DIGITAL INNOVATIONMOONSHOTBARKLEY INNOVATION LAB

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ORIGINAL GLAZED© DOUGHNUT 6

OUR DOUGHNUTS

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21 COUNTRIES

THE ROAD SIGN 12

THE HOT LIGHT

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DOUGHNUT THEATER™

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PAPER HATS

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OUR FANS 16

OUR FANS 17

OUR SHOPS

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OUR MARKETING 40

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“DONNA CAN SPOT ONE OF THESE LIT UP IN A DEAD FOG AT MIDNIGHT FROM A MILE OFF.”

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“HERE I WAS ABLE TO GET THE BEST DONUTS EVER. KRISPY KREME! THE CLASSIC NEON SIGN, ICONIC OF AN EARLIER AMERICA...”

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THE ONLY TIME I ACTUALLY STOP FOR DOUGHNUTS IS WHEN KRISPY KREME HAS THEIR ‘HOT KRISPY KREME ORIGINAL GLAZED NOW’ LIGHT ON.”

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“THAT IS SUCH A GREAT BUSINESS PLAN — TURN ON A LIGHT AND PEOPLE STOP AND BUY DOUGHNUTS.”

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OH HARK THY WEARY TRAVELERTHROUGH THE DARK AND CHILLY NIGHT.THERE WAS NO MORE A WELCOME SIGHTTHAN THE “HOT NOW” LIGHT!

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• MOBILE TRAFFIC ESCALATING

• ANDROID AND IPHONE EVENLY SPLIT

• NEARLY ALL MOBILE SESSIONS USE THE LOCATOR

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THE IDEA

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PROTOTYPING

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PROTOTYPING

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@KKHOTLIGHTTWEET #HOTNOWAND ZIP CODE TO FIND HOT LIGHTS ON NEAR YOU.

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• OVER 100,000 DOWNLOADS

• 141,000 HOT LIGHT NOTIFICATIONS

• OVER 10,000 BANNERS PER DAY

•  ON AVERAGE, EACH STORE’S STATUS HAS BEEN SERVED UP 83,000 TIMES IN LESS THAN 6 MONTHS

. . . PER DAY

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• MOBILE VISITS INCREASED 165% OVER 2011 COMPARED WITH 70% OVERALL SITE TRAFFIC INCREASE

• MOBILE ACCOUNTS FOR 33% OF ALL VISITS, COMPARED WITH 21% IN 2011

• MOBILE VISIT STATS FOR PAGES PER VISIT AND VISIT DURATION DOWN APPROXIMATELY 30% EACH

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76copyright 2012 Barkley, Inc. All rights reserved.

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TIM SABOTSABO@KRISPYKREME.COM

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MARK LOGANMLOGAN@BARKLEYUS.COM@MLOGAN