Krispy Kreme Rigs a Glazing Machine to Create a Scannable Barcode for Free Donuts

For its #dayofthedozens program, the doughnut chain and agency Baldwin& rigged a glazing machine to diffuse streams of sugary white goo in a distinct pattern against a black backdrop—forming a barcode image—before coating the fried treats on the conveyor belt below.

On Dec. 12, 2015, consumers can use this YouTube video as a scannable coupon for a second dozen donuts free when they purchase a first dozen at Krispy Kreme: 

Setting aside the fact that nobody should have access to 12 Krispy Kremes in one sitting, let alone two dozen, the idea nicely amplifies the production hardware that famously graces the brand's locations. 

At three minutes long, the video is also hypnotizing—not a bad way to get consumers to stare at the product, even while sober.