Krispy Kreme caught the attention of consumers last week when it said it would give anyone who is vaccinated a free donut each day for the rest of 2021. Predictably, debate raged online over whether brands should reward vaccinations. Others panned Krispy Kreme for giving away an unhealthy treat.

According to an exclusive Harris Poll/Adweek survey, consumers do in fact want brands to step up and encourage Americans to get the Covid-19 vaccines. Here are the four key takeaways from the survey.

When a journalist starts diving into numbers, you never know what interesting story will turn up. That's the spirit behind a growing trend of brands hiring data journalists to become brand storytellers. Domino's is the latest company to seek out a journalist who can make sense of its wealth of data.

In this opinion piece, Stephen Spiewak of Vivid Seats explains why your brand should consider adding a data journalist to its team.

More recent opinion pieces from our community:

• Is Slack Connect a dream come true or nightmare for marketers? It could be a huge advantage in  collaboration if used correctly. Social media specialist Dania Micala explains why.
• What's the 800-pound gorilla in the privacy landscape? Chuck Shuttles of Hyphametrics says it's how to properly use single source panels.

During last week's Adweek Elevate: Performance Marking virtual event, we heard from some of the top performance marketers in the business on how they make their marketing dollars work overtime. Here's a quick rundown on how they gain an edge:

• Chipotle embraces its super fans, using them to tell compelling stories, especially on emerging platforms like TikTok. Read the story.
• DTC bedding company Brooklinen shares its secrets to reaching new and returning customers through email. Read the story.
• Sometimes effective messaging comes from the least sexy of platforms. In this case, Mack Weldon leverages the old-fashioned text message to provide targeted updates about products to consumers. Read the story.
• DTC wellness company OLLY explains how it recalibrated its marketing strategy and sold out its inventory during the first month of the pandemic. Read the story.

Brands occasionally add a gimmicky, often high-paying role that generates buzz. Bud Light made waves last year with its Chief Meme Officer (we spoke with the brand earlier this month to see how this new form of CMO is working out). Nerf became the latest brand to create a trendy position within its marketing team.

Find out what it takes to be Chief TikTok Officer and watch Nerf's intentionally awful TikTok announcing the gig.

NFTs are all the rage right now, and Austin-based agency Bakery found a way to mix fantasy with marketing. It created Brandia, a card game that features marketing icons, and minted NFTs of all 52 cards. (We have a handy story that explains what on earth NFTs are.)

Proceeds from the NFTs will go to charities that the marketers support: Here's how to get involved.

In other cryptocurrency news: American Airlines Arena in Miami will be renamed after the arena reached a new deal with crypto exchange FTX. Here's what marketers need to know.

Mekanism uses AI, fueled by dating-app conversations, to show how robotic meetups can be.

Apply now to get 1:1 mentorship sessions from today's marketing-industry leaders and be part of Adweek's mentee community. Deadline for applications is April 9th—submit yours today.

"Serving Joy Daily" seeks to fuel growth efforts across North America.

NBCUniversal is reportedly the latest company mulling its options.

The organizations are providing brands with resources to address systemic racism.

Publishers are bouncing back, but retail in transportation hubs faces an uphill battle.

Solace taps into the power of recollection during mourning.

Fans have until April 1 to tweet with the hashtags #OscarCookMyKicks and #Sweepstakes.