It's the summer of mobile marketing in America, with brands including P&G and Walmart hitting the road to engage consumers with roadside pit-stops.
Back again this summer, Ben & Jerry's scoop truck has been wending its way across the U.S. And for ice-cream fans in New York City through August 3rd, the truck can be found by following its Twitter feed as it makes stops at local businesses, non-profits and community events to give away samples of its new Greek Frozen Yogurt.
Nothing so new for the Unilever-owned ice cream brand, but what is new this summer is it's social media fans will determine the stops. “Traditionally, when companies sample their product they stay at one spot, serve tiny little samples, and hope that consumers can find them,” said Jay Curley, Integrated Marketing Manager at Ben & Jerry’s.
“This truck tour instills the Ben & Jerry’s values and reverses that way of thinking by asking our fans where they want us to go, then we deliver with full scoops of our newest flavors. It’s really a fantastic way to connect with our fans one-on-one and deliver an experience you can’t get anywhere else.”
Customers can try all four flavors of Greek Fro Yo:
- Strawberry Shortcake: Strawberry Greek frozen yogurt with shortbread pieces
- Raspberry Fudge Chunk: Raspberry Greek frozen yogurt with fudge chunks
- Banana Peanut Butter: Banana Greek frozen yogurt with peanut buttery swirls
- Blueberry Vanilla Graham: Blueberry and vanilla Greek frozen yogurts with graham cracker swirls.
“The predominant response that we've heard from folks trying the Greek Frozen Yogurt is - they're surprised that it's not ice cream. (Our R&D crew says it "eats like ice cream") Ben & Jerry’s "Grand Poobah of P.R." (actual title) Sean Greenwood told brandchannel.
“I think people like it for different reasons. Some like the chunks and swirls, some like the fruit and yogurt combinations, some like the choice of less fat and twice the protein of our ice cream. We say: "As long as they like it!"
The truck was recently in Miami and Washington, D.C., and later this summer travels to Boston.
“We've brought our Greek Frozen Yogurt to the masses in our social media fueled, four-wheeled chariot across the country this summer," says Greenwood. "The response has been epic. The tour is almost as good as the Greek Frozen Yogurt!” Spoken like a Grand Poobah of P.R.