Perhaps Dunkin’ should change its tagline to Running on Blockchain. Early next year, the company, using blockchain technology from a startup called iPowow, will let TV viewers who have watched a commercial enter a code online to get discounts and prizes. Beyond building an engaged and loyal fan base, Dunkin’ hopes blockchain can improve its media spend, as the tech can give marketers a more concrete way of tracking who sees an ad based on who redeems tokens.
Dunkin’ isn’t the only brand dipping its toes in blockchain technology.
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