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!