“Morning start-up” application has four steps for you to enjoy it easily and with fun.

Step 1: Wake up with the sound of alarm that you set up the day before, and choose the morning item.

Step 2: Drop by at a DUNKIN’ DONUTS store on your way to work/school.

But, within 3 hours before the bomb explodes! (As if you join a race!)

Step 3: Ultrasound Tagging! At the store, inaudible ultrasound is on.

Since Morning start-up application recognizes ultrasound automatically as soon as you get to the store, you don’t have to do anything but just enter into the store. When your entrance is verified, a discount coupon is downloaded automatically.

Step 4: Take some morning items at a discounted price with the coupon.

Plus: You can share your breakfast via face book with your friends, and rank your points against them.

You can check your average wake-up time, favorite morning menu, and total discounted price with our track record.

Each DUNKIN DONUTS store in Korea takes a role as an off-line platform, and Social Network Services connected through mobile application take a role as an online platform media. The campaign was able to expand itself and more people could be involved in it, because we have utilized on and off-line platforms as a cycle.

Scan the QR code at the store, and download the application

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Use the application outside of the store with mobile

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Verify through Ultrasound tagging as soon as enter the store

(One of the steps of using the mobile application that leads people smoothly into the store)

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Communicate about brand related issues through facebook and twitter, even outside of the store

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PR via exposures to other SNS users

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Store visits and application downloads by new users

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Repetition (Another cycle of this)

While a series of steps of mobile application repeats, on off-line platform, the campaign is spread through promotions and outdoor displays. Moreover, on online platform linked with SNS media, users create contents by themselves, so that even more aggressive expansion is possible.

Nowadays, QR code and barcode applications seems inconvenient when comparing to ultrasound tagging, which automatically lets the application to recognize the invisible and inaudible ultrasound as soon as the user get to the store, a breakthrough with its simplicity. In addition, converging this technology with an entertaining, game-like method -where you have to get to the store within 3 hours like a race- has earned some great compliments. Most of the users have enjoyed “morning start-up” as if they participate in a race, regarding the entrance of the store as the finish line of the race.

Morning start-up, allowed in five stores in Seoul, has drawn excitements from consumers and the sales of Morning Set Menu in these stores have been doubled since its launch which is just ten days to be precise. Adding to that, it is now expected to be spread to all stores nationwide. Moreover, many media and SNS users have showed their enthusiasm on ultra-sound tagging, a brand-new technology.