DIGITAL AMPLIFICATION
In a world where social media is key to the brand/consumer dialogue, Gigunda builds dynamic digital campaigns that crank the volume on BIG. SIMPLE. IDEAS. Digital marketing can be so much more than a website or a social campaign; it can combine unforgettable experiences with a shareable message. And your consumers are going to share… when something really cool happens.
THE CHALLENGE
As a company committed to social responsibility, Ben & Jerry’s approached us with a new mission in 2015: the Save Our Swirled Tour. To take on the heated topic of climate change, we were asked to help spread the word about the 2015 Paris Climate Conference and gather 21,000+ signatures on Avail’s 100% clean energy petition around the country (while dishing out scoops, of course)!
THE BIG. SIMPLE. IDEA.
Transform the new Tesla from Ben & Jerry’s into a mobile scoop machine. Taking out the back seats, the Tesla was fitted with a slide shelf to hold the insulated ice cream bins. Without a front engine, the hood compartment was made into an educational area with interactive devices and technology to educate along the way. In 158 activation days and over 132K of samples, over 5 million organic social impressions were gained and the Avaaz petition gained over 28K signatures, 136% of the original goal.
THE CHALLENGE
Going into its fifth year on the road, the Ben & Jerry’s Scoop Truck needed to do more than deliver product trials through an authentic brand experience. But how does a premium brand with a sterling reputation for quality and civic consciousness evolve an already successful series of tours?
THE BIG. SIMPLE. IDEA.
Stories are compelling, and a narrative thread can link seemingly disconnected events and give them meaning. At the heart of the Core Tour was a full-blown East & West Coast sampling adventure ripe with tales of ‘good’ to be told. It was an ice-cream odyssey that amplified the experience digitally through compelling story telling and genuine social-media engagement.
While the trucks visited neighborhood hot spots and large-area events in market, the tour’s primary driver was social media as Ben & Jerry’s fans tweeted the trucks @BenJerrysTruck and
@BenJerrysWest to receive a free scoop wherever they were!
