The Facebook campaign “Give Jackie at Krispy Kreme a Raise” all began with Jia Jiang’s video blog of “100 days of Rejection.” Jia began his video blog in an effort to chronicle 100 days of asking for outlandish requests to overcome rejection. On day three, Jia went into a Krispy Kreme and requested 5 donuts to be constructed into the shape and colors of the Olympic flags. When Krispy Kreme manager, Jackie Braun, came out 15 minutes later with his request, Jia was thrilled. He was so surprised that she went above and beyond her job he started tweeting to Krispy Kreme, blogged and even created a facebook page in an attempt to rally people in support of Kathy and get her a raise after 5 years at Krispy Kreme. As discussed, brands such as Hostess and Team Coco, leveraged people’s sympathy to propel out of negative situations. How do you think Krispy Kreme can best leverage this situation to help strengthen their brand awareness and image?