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

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

Beyond building an engaged and loyal fan base, Dunkin' hopes blockchain can improve its media spend. Getty Images

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.

This story first appeared in the October 15, 2018, issue of Adweek magazine. Click here to subscribe.
@martyswant martin.swant@adweek.com Marty Swant is a former technology staff writer for Adweek.