BEN & JERRY'S - Scoop Tour
Intro
A major 360o campaign to celebrate once more the famous Ben & Jerry’s Scoop Tour! This campaign had a special emphasis on digital and it was built upon the customized microsite with geolocation technology. The legendary Ben & Jerry's ice cream van, traveled through Greece for 34 days, in 29 cities and 140 points and handed out 50,000 free ice cream. By using social media, we spread the "peace, love and ice cream" philosophy of Ben & Jerry's across our audience and brought them -literally and metaphorically- near their favorite ice cream.
Challenge
To spread the word about Ben & Jerry’s Scoop Tour across as many Facebook users as possible and make them “chase” the Ben & Jerry’s ice cream van as well as attract more unique visitors to the official website.
Solution
Ben & Jerry’s Scoop Tour has been carried out and maximized through the use of Facebook, Twitter and the #chunkstour microsite. Our top priority was to guide users in the specially designed geolocated microsite at www.ben-jerry.gr. Through this microsite, the users could be informed in real time about the van’s whereabouts. Furthermore they could get information about the tour program and learn more about Ben & Jerry's and their delicious flavors.
-With daily updates via posts and tweets about the course of the tour
-With deep linking to the microsite
-By creating on the wall Facebook competitions in which the audience shared their own moments of Scoop Tour 2013 using #chunkstour
-With fun video content, rich photographic material and key visuals in the relaxed and cheerful style of the brand
… The campaign brought the audience as close as possible to a scoop of ice cream!
Outcome
The campaign brought the following results within 1 month:
-More than 5,000 friends on Facebook
-The average engagement rate was three times larger than the average engagement rate for branded pages in Greece
-Enormous amount of visitors in www.ben-jerry.gr
-More than half a million visitors in geolocated microsite
-Extremely high number of page views of Ben & Jerry's products
