CASE STUDY: Ben & Jerry’s Birthday Hunt
In an effort to deliver a new and exciting experience for Ben & Jerry’s fans in Asia-Pacific, BLOCKv and Ben & Jerry’s joined forces to create an Augmented Reality, Vatom-powered experience. The month-long campaign was part of Ben & Jerry’s 10th birthday celebrations, aimed at driving footfall into stores and using Vatom-technology to reward and delight customers. Fans of the beloved ice cream enjoyed hunting for thousands of Vatom prizes across Australia and New Zealand as part of the birthday celebrations. Participants could then redeem those Vatoms for free treats, plus a chance to win a year’s supply of ice cream, in Ben & Jerry’s scoop shops.
Ben & Jerry’s Birthday Hunt campaign utilised BLOCKv’s Blockchain enabled digital objects technology, Vatoms (powered by its cryptocurrency “V” [VEE]) to create an interactive AR experience. From 29th November to 22nd December 2019, redeemable Vatom treats were dropped around Ben & Jerry’s stores in cities across Australia and New Zealand. Anyone could join the hunt by visiting https://benjerryhunt.com on their phone’s mobile web browser, or by engaging with links on social media. User’s could take part in this amazing experience without any need to download an app.
Everyday, Ben & Jerry’s Vatoms were “dropped” in high-footfall locations close to Ben & Jerry’s scoop shops and Hoyts cinema locations. Participants could grab these individual treats in Augmented Reality and take them to participating retail locations to redeem for the “real thing”. After redemption, participants were automatically sent an instant win “grand prize draw” Vatom for a chance to win a year’s supply of Ben & Jerry’s ice cream
“At Ben & Jerry’s, we always seek out fresh and exciting ways to engage our passionate and digitally savvy fanbase. Our close collaboration with BLOCKv will help us to deliver a fun experience to our fans in Australia & New Zealand and hopefully to other parts of the region in the future”
The campaign was highly successful and enabled Ben & Jerry’s to directly reward fans of the iconic ice cream brand.
