Ben & Jerry’s Use Branded Games As Fun Digital Content Driving 76% Ad Recall & 74% Positivity
Brand Background
The legendary Ben & Jerry's brand was founded in 1978 and have gone from a single ice cream parlour in Vermont to a multi-national company renowned for their marketing excellence, playful sense of humour and advocacy for social justice. They are now a wholly-owned subsidiary of Unilever.
Challenge
When Ben & Jerry's released another one of their inventive ice cream products, the “Cookie Dough Peace Pop”, they wanted to do it in a playful way in line with their brand that would help them stand-out on the market, and in doing so be the ice cream of choice for the summer.
Solution
Traditional advertising in isolation wasn’t going to cut it, so Flarie helped Ben & Jerry's create their own series of branded games. The games were based on popular hyper-casual concepts. The product was always front and centre and Ben & Jerry’s unique branding was used to create games that were distinctive and colourful. They even included flying cows!
The games were distributed in digital media and Flarie also ran a ‘gaming special’ on digital outdoor. The ‘gaming special’ involved turning a large digital outdoor site into a public gaming experience to entertain people taking a pause in the city-centre. The screen became the TV, and people’s mobile phones became the handset.
Results
The games were played on average for 4.3 minutes. This in turn enabled strong ad recall (76%) and was an activation that people really liked and were ‘positive’ to (74%).
Play the game here
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