To celebrate its highly anticipated, limited-edition menu collaboration with the Kardashian-Jenner family, North American bakery giant Crumbl launched a high-impact, multi-channel marketing campaign. Recognizing the power of combining digital buzz with physical presence, the brand sought to blend programmatic digital out-of-home advertising (DOOH) with influencer-led social media activation to drive real consumer engagement.
Objective
The campaign aimed to reach a wide audience by activating programmatic DOOH inventory across iconic, high-traffic pedestrian and commuter zones in New York City and Los Angeles—two major metropolitan markets where Crumbl maintains a dense footprint of stores.
Crumbl’s team treated this collaboration as a major “tentpole” event to make a big splash, leveraging real-world media to spark organic, online sharing on city streets and across social media.
Strategy
Crumbl partnered with its preferred DSP and Place Exchange SSP by Broadsign to execute a targeted programmatic DOOH strategy.
To bridge physical streets and digital feeds, the campaign focused on high-traffic, strategically positioned areas in close proximity to Crumbl stores across New York City and Los Angeles. Rather than relying solely on online influencer posts, the strategy leveraged spectaculars, like Times Square, to command attention, capture live video and photo assets, and instantly cycle the real-world buzz back onto Crumbl’s highly active channels on TikTok, Instagram, and X.
Creative
The campaign featured bold, visually striking creative treatments that combined Crumbl’s signature pink aesthetic with the distinct branding of the Kardashian-Jenner family. Placements displayed minimalist, high-contrast designs featuring the iconic pink boxes alongside close-up, appetizing imagery of the limited-edition cookie and cake flavors. Copy like “Kardashian Jenner Family Flavors” commanded immediate consumer attention on busy metropolitan streets.
Results
- 6 Million DOOH Impressions: Delivered 6 million total impressions via Place Exchange’s programmatic network during the week-long flight.
- 2.7 Million Earned Social Impressions: Generated 2.7 million additional organic impressions across Instagram, TikTok, and X by converting live physical displays into shareable social content.
- Immediate Digital Engagement: The physical-to-digital loop successfully sparked widespread online conversation, viral reaction videos, and high-reaching brand advocacy posts online.
