Consumers Drive Ben & Jerry’s Summer Tour via Twitter - Event Marketer

Consumers Drive Ben & Jerry’s Summer Tour via Twitter

DB_Ben&Jerry's_2012 Book
Brand: BEN & JERRY'S
Agency: EDELMAN GIGUNDA GROUP
Year: 2011

Ice cream brands have a decided edge when it comes to attracting consumers to their mobile tours—namely, ice cream. But when Ben & Jerry’s hit the streets of Los Angeles, Miami, New York City and San Francisco, the brand drew extra attention by letting consumers help direct the tour.

Instead of plotting out every event date in advance, B&J chose most of its stops by responding to consumer input on Twitter. Trucks visited one pre-selected event each week, leaving four days open for social media requests. Some fans asked for events just for themselves; others requested ice cream breaks for their entire office.

To help promote the effort, the brand sent out online alerts about which neighborhoods trucks would visit each day, and the campaign’s Twitter Edelman handle appeared on the sides of the trucks and on a screen that displayed the Ben & Jerry’s Twitter feed. A central command center staffed by brand- and agency-side teams gathered as much data as possible from social media before determining the best stops each day and settling on routing.

“We’re looking to drive online conversation and word of mouth to keep the brand top of mind for people in these markets and ultimately increase sales,” said Jay Curley, integrated marketing manager at Ben & Jerry’s. “So we’ll come to people’s offices and feed the 50 people they work with and then they get to be the hero, because they brought Ben & Jerry’s to them. They will likely brag about it on their social spaces and a lot of their co-workers will mention it, take photos and share the experience.”

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