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

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

Does Magento have any progressive web apps?

libertylady

​Adobe aims to compete with the big guns in digital commerce

Read more

According to the executive manager for commercial and marketing within the Events Melbourne team, Lucan Creamer, the City’s vision for th...

Armstrongsmith

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

The key difference is designers no longer have to spend all their time translating their ideas into digital models, which is the grunt wo...

Armstrongsmith

What automated design is going to do to 3D printing and product customisation

Read more

The four financial-oriented metrics employed are return on marketing investment; revenue per customer; marketing expenditure versus budge...

Armstrongsmith

Report: Accountability key to marketing's influence in business

Read more

When you cooperate with leading brands you have the upper hand. For example, I have been using help of the Best Reviewer for long now and...

Birdie Wyatt

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Latest Podcast

More podcasts

Sign in