“…it’s really exciting for us to find new and innovative ways of using media to entertain and engage with loyal fans on one of Australia’s tastiest days of the year.”  (Kathryn Furnari, Group Business Director, Unilever, PHD Australia)

To create a distinctly tasteful impression on Ben & Jerry’s consumers this Free Cone Day, PHD has partnered with Shazam to produce an immersive experience for ice cream fans all over Australia.

With the help of AR, consumers will now be able to engage with interactive, educational and entertaining content about their favourite flavours while waiting for their free scoop on April 10th.

Now in its 40th year, Free Cone Day attracts queues of up to an hour in length outside Ben & Jerry’s Scoop Stores across Australia, and this year, the brand intends to break the national record by distributing over 110,000 free scoops. To tap into this massive dwell time, PHD and Shazam have augmented all audio-, visual- and location-enabled marketing assets associated with the event, which audiences can scan using the Shazam app to access a host of immersive content from Ben & Jerry’s, thereby extending the consumer experience at the event beyond the free scoop and increasing awareness for the brand’s “goodness” stories.

Kent Hildred, retail marketing, training and communications manager, Ben & Jerry’s said: “Free Cone Day is the Ben & Jerry-est day of the year and, like every Free Cone Day for the past 40 years, it’s all about our fans and thanking them for their support. This year, we are thrilled to be working with PHD and Shazam to offer an experience that can entertain, educate and reward our fans in a very unique and creative way.”

Says Kathryn Furnari, group business director on the Unilever business at PHD Australia: “It’s a pleasure to be working alongside Shazam to make every scoop of this year’s Ben & Jerry’s Free Cone Day count, taking the consumer experience further than just devouring the tasty treat. Ben & Jerry’s has always been about more than just really good ice cream, and it’s really exciting for us to find new and innovative ways of using media to entertain and engage with loyal fans on one of Australia’s tastiest days of the year.”

The original article appeared in CampaignBrief.com