When it comes to standing out during one of the world’s biggest sporting events, Krispy Kreme certainly knows how to grab attention. During the 2024 Olympics, the beloved donut brand partnered with Durden Outdoor and Lucit to create a memorable, real-time digital out-of-home (DOOH) campaign that brought the excitement of the Games straight to the streets—complete with live medal counts and a mouthwatering, Olympics-themed donut.
The Intersection of Sports, Technology, and Creativity As the world tuned in to watch Team USA compete on the global stage, Durden Outdoor saw an opportunity to merge timely data with cutting-edge creative. With the help of Lucit’s data integration platform, Durden Outdoor developed dynamic digital advertising units that constantly updated to display the current medal standings. No more static numbers or stale updates—these digital boards were showing the fresh, up-to-the-minute medal tallies, shining in real-time as the athletes climbed the podium.
A Sweet, Patriotic Tribute At the heart of this initiative was a custom-designed Krispy Kreme creative featuring a special edition donut with an Olympics-themed glaze. This patriotic pastry was more than a quick nod to the Games; it was a symbol of celebration, energy, and national pride. Surrounding the delicious donut image were live-updating medal counts—Gold, Silver, and Bronze totals for Team USA.
By incorporating Lucit’s seamless data integration, the scoreboard on these digital billboards was never out of date. If a Team USA swimmer touched the wall first, the Gold tally refreshed automatically. When a weightlifter claimed Silver, the number ticked upward right before your eyes. It was a real-time visual narrative that blended sport, brand storytelling, and technology-driven innovation.
Why This Matters for Advertisers and Brands This high-impact campaign stands as an example of what’s possible when technology, creativity, and strategic marketing align. Gone are the days when outdoor ads meant static posters or pre-scheduled rotations with no way to reflect breaking news. With DOOH platforms like the ones Durden Outdoor offers, and integrative tools like Lucit, brands can respond instantaneously to world events.
For Krispy Kreme, it meant engaging audiences in a completely new way. Passersby not only learned the current state of Team USA’s medal count, they also gained a reason to celebrate—and maybe even stop in for a donut. The synergy of timely content and brand allure transformed a billboard into an interactive moment, forging an emotional connection with fans who share a sense of national pride.
Looking Ahead As the boundaries of DOOH campaigns continue to expand, we’ll likely see more brands tapping into event-based data feeds—like sports, weather, and financial markets—to deliver ultra-relevant, eye-catching messages. The Krispy Kreme, Durden Outdoor, and Lucit collaboration is proof that the future of outdoor advertising lies in being agile, contextual, and, above all else, meaningful to the moment at hand.
The 2024 Olympics provided a golden opportunity (quite literally) to demonstrate the power of dynamic storytelling on digital displays. Krispy Kreme’s themed donut and Durden Outdoor’s live-updating Olympic medal count platform, powered by Lucit’s integration, created an innovative advertising campaign that fed both the public’s hunger for up-to-the-second results and their sweet tooth for an iconic treat—all while cheering on Team USA to victory.