Ben and Jerry’s partners with Shazam and POSmusic to deliver in-store audio and AR activation

Ben & Jerry’s, Shazam, and POSmusic delivered an integrated in-store activation

ben__jerrys_ice_cream-100661215-orig.jpg
ben__jerrys_ice_cream-100661215-orig.jpg

A first-time partnership struck to celebrate global free cone day between Ben & Jerry’s, Shazam and POSmusic has proven key to delivering customer conversions for the icecream brand.

The trio worked together to deliver an integrated in-store activation combining curated playlists, brand audio messaging, and a specially created Ben & Jerry’s augmented reality experience in line with cone day on 4 April.

POSmusic’s curated playlist entertained customers while waiting for their free scoop, while audio messaging delivered between songs encouraged customers to take out their phone and ‘Shazam’ special promotional content to gain access to a Ben & Jerry’s AR experience. The custom experience, available via the Shazam app, also allowed customers to enter an instant-win promotion. Prizes included a year’s supply of ice cream and discounts on treats.

POSmusic’s in-store audio messages provided information on the Ben & Jerry’s brand story and information on the range of environmental and social initiatives Ben & Jerry’s supports.

During the promotion, Ben & Jerry’s gave away about 108,620 free scoops in Australia, and 17,740 scoops in New Zealand for a total of 126,360 scoops. The company said the Shazam activation and competition achieved an 82 per cent conversation rate, with POSmusic’s in-store music program helping to drive 64.3 per cent of the total number of free cone day shazams.

Ben & Jerry’s retail development manager for A/NZ, Luke Mabey, said the in-store activation aimed to sweeten the experience for customers while thanking them for “coning” together on free cone day.

“What started as a small get together in a little gas station-turned-scoop shop in Vermont, has turned into an annual global ice cream party,” Mabey said. “A few hundred free scoops 40 years ago has now turned into giving out over a 1.3 million cones a year. It was brilliant to be partnering with Shazam and POSmusic to help entertain our customers in a memorable and entertaining way.”

Shazam sales manager Asia-Pacific, Tim O’Connor, said the innovative campaign allowed consumers to access Free Cone Day content by shazaming any audio, visual or location-enabled marketing assets.

“It’s great to be working with partners who are also pushing boundaries, and importantly, we are proud to help Ben & Jerry’s connect with customers on their iconic day,” he said.  

POSmusic CEO, Harley Sedman, added Ben & Jerry’s is an iconic brand with a long history connected to music.

“We are wrapt to be helping them connect with their customers in such unique and integrated way. It’s been a pleasure working with Ben & Jerry’s and Shazam to help entertain customers and close the gap between the physical and digital space,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in