CLIENT:

Ben & Jerry's

PROJECT:

Pint Slice Tour

LOCATION:

Cross Country Tour

CHALLENGE:

Drive awareness and trial of Ben & Jerry’s newest novelty product, the Pint Slice and create shareable moments to drive online social impressions and engagement with the brand through a mix of strategically targeted sampling.

APPROACH:

Design, plan and execute a flexible cross country mobile sampling tour with stops in key launch markets nationwide. Our tour was designed to leverage the brands iconic ice cream truck at large events as well engage guests on a smaller scale with a toolkit of experiential elements.  We highlighted the brands new Pint Slice product with an iconic “Slice Machine” prize wheel game.  This custom designed and fabricated oversized sliced up pint featured a digital prize wheel at its center that would reward guests with a free sample and other great prizes.  To drive social engagement we utilized 2 different photo technologies - an automated photo op with 4 custom designed flavor backgrounds for guest to choose from, and our hashtag printer rewarding participants with a free print for every social post uploaded.

RESULTS:

The tour saturated six cities nationwide over the course of two months, distributing 25,000 Pint Slice samples and generating over 465,000 organic social impressions.