One of the first questions we ask ourselves when a new campaign comes our way is, “Where can we find the person that this brand is perfect for?” Which is why we love this work by Ben and Jerry’s in New York.
New Yorkers had the heat taken out of summer by Tweeting their delivery location, such as Central Park, their office or even their home, to the mobile sampling team. A full branded ice cream truck complete with oversized ice cream pint and grazing model cows, headed to the sampling locations requested by consumers via Twitter.
The experience didn’t stop there; consumers could capture the moment from inside the huge ice cream tub with a digital photo, uploaded immediately to their selected email account and linked through to their preferred social media outlet. The entire campaign was designed to allow consumers a fun, engaging experience that they would then go on to promote through their online networks.
While there are obvious challenges behind permitting, product transportation and other activation logistics, we love this as a means of ‘beefing up’ location schedules, driving opt-in trial an giving consumers and even greater level of choice and engagement.
Ice cream aficionado: KP