In a campaign together with Heineken Drinkies, an app that delivers drinks and snacks within the hour in Amsterdam per bike, Ben & Jerry’s ran a campaign that focused on the context consumers are in, and how nicely a bucket of Ben & Jerries fit in that context.
Ben & Jerry’s used mobile advertising on Snapchat and Instagram to promote the availability of their product on the Drinkies platform. In addition Ben & Jerry’s used Sage + Archer platform to be relevant on apps or physical places and times that fit the context of ordering a bucket of ice cream.
For instance on TV guide apps – to connect to the on the couch moments. But also on DOOH screen in entertainment ereas with copy relating to the hangover moments that would follow the next day. Using the context of the apps used, the physical locations and time gave the campaign additional relevance.
