Ben & Jerry’s ice cream brand has launched a multilingual Facebook app with Maynard Malone to promote its six-week-long experiential activity.
The app will be supported in the coming days and weeks by integrated media campaigns set to go live in each of the 18 participating countries.
Antonia Kaul, marketing manager at Ben & Jerry’s Europe, said: “Our consumers and Ben & Jerry’s share a genuine and long standing closeness built on shared values and great tasting ice cream. This makes the advent of the Social era and the many new ways of fulfilling two-way conversations all the more exciting for us. Our digital tour activity derives from a longstanding annual programme offline of hand-delivering free ice cream to our fans and also our commitment to inviting fans to shape what we do.”
The application offers three principal areas of interaction based around a ‘play’, ‘learn’ and ‘decide’ user journey. Through animation, users see the ingredients of each flavour brought to life and also learn about the brand’s ethical sourcing programme. The ‘decide’ aspect is fulfilled at experiential level through ice cream van visits to the doorsteps of lucky fans over the course of the 6 weeks.
Ameet Chandarana of Maynard Malone, added: “It’s been a great project for us. We managed, created and developed an idea that has strategic relevancy for the Ben & Jerry’s brand in Europe. It allows consumers to meaningfully engage with the brand, and influence its activity on the ground. Most importantly of all, we’ve allowed consumers to influence in real-time a huge experiential programme that without the advent of the social era, would not have been possible.”