A media mix, including experiential, traditional and digital marketing elements, was employed within the brand’s “Treat Yourself” positioning. Launched in conjunction with Spring Break to ensure a successful peak sales season, the campaign’s biggest highlight was an edgy, humorous video that received over 2 million views during the campaign – with additional views post-campaign. One of the objectives of the campaign was to collect email addresses, so we used coded scratch-off cards to enter ice cream fans into the Sweet Rewards database – and into sweet contests, including a Grand Prize of a Hawaiian cruise for two! The video was then distributed to emails, designed for easy sharing in order to collect more email addresses.
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