With an iPhone in one hand and a pint of Ben and Jerry’s in the other, what more could one ask for while lounging at the beach on a hot summer day? Edelman Digital’s latest advertising genius – the addition of “Moo Vision” to Ben & Jerry’s Scoop of Happiness iPhone app - cannot go unnoticed on Phone Marketing Insider, with one of the biggest Ben and Jerry’s fans as editor (yes, that’s me). As the first natural tracking feature application for the iPhone, “Moo Vision” enables you to point your iPhone camera at a Ben & Jerry’s lid to trigger augmented reality content. For example, when pointing the camera to New York Super Fudge Chunk, the app takes you on a virtual tour of New York City. For the real Ben and Jerry’s obsessed (like me), the goal of unlocking special Ben & Jerry’s wallpaper provides enough incentive for me to download the app.
Besides the fun and creative component, which guides so much of Ben and Jerry’s and Edelman’s advertising work, let’s talk about how this app succeeds in building Ben and Jerry’s brand, image and customer loyalty. After all, what is it about Ben & Jerry’s marketing activities that builds such a sense of devout brand loyalty among their customers? Check out the YouTube video below.
To my mind, Katie O’Brien, Global Digital Marketing Manager at Ben & Jerry’s, hits the point right on:
The cows have come home, in terms of this technology. Using Moo Vision is like finding a prize inside your cereal box, except it’s on the outside! We’ve always loved sharing our story. Now, instead of just telling it, we can help our fans experience it by taking them on the journey with us.
Ben & Jerry’s prides itself on its story, that “It’s what’s inside that counts.” According to the Ben & Jerry’s website, the new Moo Vision “fully immersive pint experience that takes you deeper into the Ben & Jerry’s universe than you’ve ever been before!” The new iPhone app showcases the Ben & Jerry’s connection between creativity, fun and activism guides the no less than any of Ben & Jerry’s other advertising activities.
What other iPhone apps have you seen that succeed in creating an interactive venue for a company’s core marketing message?
Download the Scoop of Happiness iPhone app from iTunes.
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