Should your brand reward vaccinated consumers with giveaways?
The data from Morning Consult suggests that efforts to offer incentives have a minimal impact on vaccine adoption—but could offer upside for perception of your organization.
Krispy Kreme made waves earlier this year when it promised a free doughnut to consumers who could show proof of having received the COVID-19 vaccine.
The effort was an attempt to celebrate the historic rollout of the vaccines—developed in record time—that offered a game-changing tool for fighting the COVID-19 pandemic.
…Krispy Kreme said on Monday that for the rest of the year, it would give one glazed doughnut per day to anyone who provides proof of a Covid-19 vaccination.
As vaccinations accelerated across the United States, “We made the decision that said, ‘Hey, we can support the next act of joy,’ which is, if you come by, show us a vaccine card, get a doughnut any time, any day, every day if you choose to,” the company’s chief executive, Michael Tattersfield, told Fox News.
And yet, the offering was met with criticism, as vaccinations continue to be a controversial topic for many.
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