Brief Explanation

To celebrate the 43rd anniversary of B&J ice-cream we decided to create a timeline celebrating the beginning of friendships in Singapore. The communications task was to ensure: • Maximum number of friends joined the ‘Friendship Time Machine by posting their pictures and sharing the beginning of their friendship • Garner awareness towards Ben & Jerry’s annual event “Free Cone Day” which took place on 9 April 2013 • We thanked our fans and rewarded them with a 1-for-1 free ice-cream treat as part of the mobile execution. We considered the fact that an increasing amount of Singaporeans are constantly with their mobile devices (smartphone & tablets) on the go. Mobile penetration sits at a 152% in Singapore, and we have the highest smartphone penetration in Asia Pacific. We just needed to create a reason for consumers to share their experience with us through mobile. We put our Friendship Time Machine in various mobile games and websites we knew people would see. It was easy! We wanted our fans to tell us about THEIR friendships and be part of the celebration. To join, users could take a photo of themselves or choose one from their photo album. While this might seem simple, it was the first time that a HTML5 rich media unit has access to the phone’s camera and we were excited to introduce this new feature (no need to download a separate application). Users could tell us when their friendships started, and viola, they were now part of the Friendship Time Machine. As a reward, our Friendship Time Machine churned out a 1-for-1 coupon for them and their buddy. The Friendship Time Machine was also location enabled – it would show users where every single Ben & Jerry’s scoop shop in their area was so they could immediately claim the coupon. Also, users had the option of saving the upcoming FREE CONE DAY into their phone’s calendar. They could view the gallery and check out when other friendships had begun. - In just 10 days, more than 60 buddies joined our Friendship Time Machine - Effective medium choice delivering high integration rate – Our banners got click-through rate of 1.28% (higher than industry standard of 0.40% for mobile banners) - 63% of those who clicked actually viewed the friendship timeline - Average time spent was 2 minutes and 40 seconds (2:40) - 47,500 cones enjoyed on Free Cone Day