You have got to love Ben & Jerry’s the ethical, quirky ice cream Brand, not only for their products but for the way in which they have embraced consumers particularly through the Social Web and in the process developed some truly memorable campaigns.
One of which is the launch of a new limited edition flavour……but before we get into that, let’s look at some of the Brand’s most memorable campaigns…
Beginning with turning Facebook on it’s head back in 2009 by rolling out FlipMyText, a Facebook app that does what it says on the tin and flips words upside down. The app was created to celebrate the US release of Brand’s Flipped Out Sundaes, which were designed to be tipped upside down for maximum enjoyment.
The idea was taken into (upside down) Print and
even ambient with the Ben and Jerry’s upside-down truck
Then last year they created the ‘Do the world a flavour’ campaign in which Brand Followers were invited to invent their own selection of the popular ice cream by way of a entertaining online “Creation Station.” Finalists won a trip to the Dominican Republic to see a sustainable honest trade cocoa farm and 澳门足球博彩_2016奥运会外围赌球最新官方网站【赔率最高】
the profitable taste was made as an official Ben & Jerry’s product.
Continuing with the crowd source theme, Ben and Jerry’s launched a Twitter campaign in Singapore, titled “Milk Us a Flavor Name” targeting Singaporeans to help choose a name for its newly launched ice cream.
To participate, consumers had to follow @BenJerry_SG and tweet their suggested name with the hashtag#Benjerryflavor. The first 500 people who tweeted a suggested name to Ben & Jerry’s will received a scoop of the new flavour!
More recently there was the Ben & Jerry’s new social campaign highlighting the importance of World Fair Trade Day. Called “Fair Tweets“, the campaign leverages your unused twitter characters as messages, hash tags and director Giaco Angelini. While in the middle of the shoot, a family from Durban walked right into it to ask for Patrick’s autograph.
“It turned out that the Naidoos, from Chatsworth Durban, were on holiday with family living in the US, and happened to be fans of my comedy radio show on East Coast Radio. So the crew graciously paused the shoot and allowed the Naidoos to pose with me for some pics.
“The American crew were suitably impressed with all of this and reckoned I was obviously ‘veery big in South Aaafrica’.”
Running through NY streets isn’t for sissies and Patrick was almost run over twice – the first time during the very first shot of the ad!
“The second time was as I did the big ‘illegal crossing’ or ‘jay walking’, through the Times Square traffic. I had just run around the front of an ambulance when I nearly got hit by a taxi, in the clip you can see me glancing at the taxi before I start running again. All the while, this guy was swearing something terrible at me!”
So here’s to (at least) 50 more great years! Inqaba!