Last year, in celebration of the 25th anniversary of their “New York Super Fudge Chunk” flavor, Ben & Jerry’s aligned its summer sampling program with the culturally relevant Food Truck craze – you can’t walk down the street of any major U.S. city without seeing one. The program ran in New York City and Boston giving fans an active voice in determining the tour stops by using social media platforms to tell Ben & Jerry’s where THEY wanted the truck to deliver FREE ice cream.
At the completion of the program the results were so successful that Ben & Jerry’s asked Edelman Digital (and their experiential marketing team Gigunda Group) to bring the Scoop Truck to life in five markets this summer – ensuring that anyone in Miami, Los Angeles, New York, San Francisco and Boston could tweet their way to an #OMGFreeBenJerry’s treat!
So…how do you get YOUR free scoop?
If you’re in Miami from now until June 10th, simply follow and tweet @BenJerrysTruck with your location suggestions. You could very likely get a visit from a bright, bold, and digital truck delivering some of Ben & Jerry’s newest flavors including: Jimmy Fallon’s “Late Night Snack”, “Bonnaroo Buzz” and Stephen Colbert’s “Americone Dream.” For all those New Yorkers, @BenJerrysTruck will be around from June 20th to July 29th before heading off to Boston during the month of August. West Coast, we’ve got you too! LA should follow and tweet @BenJerrysWest until June 10th and San Francisco from June 20th to July 29th.
The social media engagement portion of the program is being managed by the New York Edelman Digital team, which includes robust Twitter, Tumblr, and Foursquare components as well as digital media buys across Flavorpill and Mashable. The team at Gigunda Group is overseeing the onsite execution, with specific focus on planning and coordinating the tour schedule and managing the brand ambassadors.
In Miami some of the highlights have included a visit to Miami New Times, which resulted in a blog post and tweets reaching their 16,000+ followers as well as a visit to the Miami Ad School where one student created a video montage of the truck’s visit. In LA, the West coast truck made stops at the Weeds TV set where Hunter Parrish (one of the shows stars) couldn’t get enough of the frozen deliciousness and at the famous Roxy Theater, which garnered a tweet reaching their 73,000+ Twitter following.