Free Cone Day Campaign – Ben & Jerry’s

Hi all! 

I thought this article discussed a really interesting story about how Ben & Jerry’s used a single, annual social media campaign which ended up covering 10% of the population (700 million people)! The story truly demonstrates that a little incentive, promotion, or freebie can really go a long way in regards to consumer attitudes and behavior. The “Free Cone Day” campaign used three platforms of marketing strategy: owned media (website), earned media (consumer-generated polls), paid media (targeted social media strategies/hashtags to generate awareness and interest). I think this three-fold approach really lent itself to the success of the overall campaign. The article similarly states that this integrated approach proved to be successful. Let me know what you think!

http://socialmediatoday.com/1821586/how-ben-jerry-s-reached-over-10-world-s-population-one-social-campaign

 

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2 Responses to Free Cone Day Campaign – Ben & Jerry’s

  1. sbl125 says:

    I think this social media campaign is a great way to create buzz and free publicity for Ben & Jerry’s. For the people that go to the promotion, this will be a free opportunity for Ben & Jerry’s to gain new customers who might be unsure about their product offerings. Even for the people who don’t go, this promotional event will still be spread through word-of-mouth with friends going or friends spreading this event on their own personal social media.

  2. I wonder how they came up with the 700 million number. That simply cannot be correct.

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