Ben & Jerry’s taps iAd to help deliver rich brand experience

Ben  Jerry's

Ice cream giant Ben Jerrys is relying on Apples iAd network to help promote its products, as well as drive trial and awareness.

The iAd campaign promotes the companys new frozen Greek concoctions. Ben Jerrys has used mobile advertising in the past, but believes that Apples iAd helps the brand create more of a richer experience.

Were dipping our spoon in iAds to see how they perform for us, said Katie OBrien, marketing manager at Ben Jerrys.

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We really wanted to create a rich experience that utilizes the phones operating system to drive trial and awareness, she said.

We are a group that likes to have fun and laugh too so of course thats part of everything we do.

Sweet deal
The iAd banner ad promotes the new Ben Jerrys Greek frozen yogurt treats.

When users tap on the ad they are encouraged to take the Virtual Taste Test where they can try all four new flavors virtually through their iPhone device.

From there, users are asked to take a photo of their face using the devices you-facing camera to virtually try the flavors.

Like everyone in our space mobile is constantly evolving at Ben Jerrys and Im so thankful that were agile, Ms. OBrien said. One my main messages internally is that its never done.

Instead of looking at mobile as a separate channel were really looking to be a content driven organization, she said. Our content needs to be available on your desktop, mobile device or on your tee shirt if your tee shirt is accessing the Internet.

We want to become more about the content than about the method of delivery. And thats what were working on now.

Consumer driven
A mobile ad campaign such as this is a great way for Ben Jerrys to bolster brand awareness.

By making the ad as interactive as possible, Ben Jerrys is helping drive consumer engagement.

Were always doing new things, Ms. OBrien said. We have a mobile site, weve had an app and we tested mobile advertising in 2011.

We picked the iAd because it allows us to deliver a the rich experience by leveraging the phones OS, she said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York


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