PHD, Ben & Jerry’s & Shazam Add Augmented Reality For Free Cone Day

PHD, Ben & Jerry’s & Shazam Add Augmented Reality For Free Cone Day
SHARE
THIS



It’s Ben & Jerry’s Free Cone Day today and PHD has partnered with Shazam to produce an immersive experience for ice cream fans all over Australia.

With the help of augmented reality, consumers will now be able to engage with interactive, educational and entertaining content about their favourite flavours while waiting for their free scoop. Check out participating outlets here.

Now in its 40th year, Free Cone Day attracts queues of up to an hour in length outside Ben & Jerry’s Scoop Stores across Australia, and this year, the brand intends to break the national record by distributing over 110,000 free scoops.

To tap into this massive dwell time, PHD and Shazam have augmented all audio-, visual- and location-enabled marketing assets associated with the event, which audiences can scan using the Shazam app to access a host of immersive content from Ben & Jerry’s, thereby extending the consumer experience at the event beyond the free scoop and increasing awareness for the brand’s “goodness” stories.

One such example includes the story behind the brand’s popular Chocolate Fudge Brownie flavour; most of Ben & Jerry’s Australian consumers don’t realise the brownies are baked by Greyston Bakery in New York, a company that provides training and employment to job-seekers in need of a helping hand. As an additional incentive for queuing up, audiences interacting with the augmented reality will also be entered into a draw to win a year’s supply of ice cream.

Commenting on the campaign, Kent Hildred, Ben & Jerry’s retail marketing, training and communications manager, said: “Free Cone Day is the Ben & Jerry-est day of the year and, like every Free Cone Day for the past 40 years, it’s all about our fans and thanking them for their support. On these days, we regularly have fans eagerly waiting for up to an hour for a free scoop of Ben & Jerry’s goodness, so finding ways to entertain and reward them is always top of mind. This year, we are thrilled to be working with PHD and Shazam to offer an experience that can entertain, educate and reward our fans in a very unique and creative way. We look forward to seeing our fans learn about why Ben & Jerry’s is ‘made of something more’ and win prizes at the same time.”

Steve Sos, Shazam’s APAC Managing Director, added: “It is great to be working with both Ben & Jerry’s and PHD on such a rewarding and playful campaign. We are excited to be able to execute a campaign that allows consumers to access Free Cone Day content by Shazaming any audio-, visual- or location-enabled marketing assets associated with the event. By coupling ease of access to content with a fun, augmented reality experience, we hope to add an exciting layer of interactivity and engagement to Ben & Jerry’s already iconic day.”

Kathryn Furnari, group business director on the Unilever business at PHD Australia, said: “It’s a pleasure to be working alongside Shazam to make every scoop of this year’s Ben & Jerry’s Free Cone Day count, taking the consumer experience further than just devouring the tasty treat. Ben & Jerry’s has always been about more than just really good ice cream, and it’s really exciting for us to find new and innovative ways of using media to entertain and engage with loyal fans on one of Australia’s tastiest days of the year!”

Please login with linkedin to comment

Ben & Jerry's PHD Shazam

Latest News

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.