Blockchain Isn't Just a Buzzword Anymore. How Advertisers Are Testing Its Applications

Dunkin', American Express, Anheuser-Busch InBev among companies adopting the tech

Perhaps Dunkin’ should change its tagline to Running on Blockchain. Early next year, the company, using blockchain technology from a startup called iPowow, will let TV viewers who have watched a commercial enter a code online to get discounts and prizes. Beyond building an engaged and loyal fan base, Dunkin’ hopes blockchain can improve its media spend, as the tech can give marketers a more concrete way of tracking who sees an ad based on who redeems tokens.

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This story first appeared in the October 15, 2018, issue of Adweek magazine. Click here to subscribe.