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BEN AND JERRY’S, SHAZAM AND POSMUSIC DELIVER “MOO-SIVE” IN-STORE AUDIO AND AUGMENTED REALITY ACTIVATION

Announcement posted by POSmusic 12 Apr 2018

Partnering for the first-time to celebrate global Free Cone Day, Ben & Jerry’s, Shazam and POSmusic delivered an integrated in-store activation that combined curated playlists, brand audio messaging and a specially created Ben & Jerry’s augmented reality experience.

 

For 40 years, Ben & Jerry's have set aside a day every year to thank customers for their support by giving away free scoops of ice cream.

 

This unique in-store activation aimed to sweeten the experience for Ben & Jerry’s customers, while thanking them for “coning” together on Free Cone Day, the Ben & Jerriest day of the year.

 

To help deliver the goodness POSmusic’s curated playlist entertained customers while waiting for their free scoop. Audio messaging delivered between songs encouraged customers to take out their phone and “Shazam” special promotional content to gain access to a fun Ben & Jerry’s augmented reality 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 delicious treats for everyone else

 

To further celebrate Free Cone Day, POSmusic’s bite-size in-store audio messages provided information on the Ben & Jerry brand story and info on the range of environmental and social initiatives Ben & Jerry’s support.

 

“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”, said Luke Mabey, Ben & Jerry’s Retail Development Manager for Australia and New Zealand.

 

Luke Mabey, Ben & Jerry’s Retail Development Manager for Australia and New Zealand continued, “A few hundred free scoops 40 years ago, has now turned into giving out over a 1.3 million cones a year. It’s brilliant to be partnering with Shazam and POSmusic to help entertain our customers in a memorable and entertaining way.”

 

Tim O’Connor, Shazam Sales Manager, Asia Pacific said, “We are excited to deliver a campaign that allows 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”

 Harley Sedman, CEO, POSmusic said, “Ben & Jerry’s is an iconic brand with a long history connected to music. We are wrapped 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.”

 

The activation was held in stores around Australia on Tuesday 10 April, with Free Cone Day taking place in Australia, New Zealand and around the globe.

 

 

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