Social Media Confusion swirls around the hashtag ‘KrispyKremeChallenge’ and naming rights The death of a participant in a 5K race that features a pit stop for eating doughnuts has communicators taking a closer look at healthy branding and hospital partnerships. By Susan Young@sueyoungmediaFeb. 10, 2016 SHARE To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.