Fancy yourself as the next Ben Cohen or Jerry Greenfield? Well now’s your chance because this month ice cream extraordinaire, Ben and Jerry’s, have launched their very own #MyBenAndJerrys Twitter competition in order to drive consumer engagement.
The rules of the competition are simple, so simple I can put it in an equation for you – Ice cream + Ice cream + chunks + core = #MyBenAndJerrys competition entry.
So far the hashtag campaign has seen the weird and wonderful to the downright outrageous with entries such as curry flavoured ice cream and #MochaMoo (Coffee & chocolate ice cream with chocolate-covered coffee beans, dark choc chunks & a thick fudgy caramel swirl).
apt see this as yet another fantastic marketing ploy that engages with this notion of social re-engineering and consumer empowerment. In the world of marketing today the increasing impact of consumer empowerment is shifting the concept of marketing and marketing a product effectively is now in the hands of the consumer; through social media, the customer voice has become a lot greater and more powerful. It’s not just about personalising products to meet each individual consumer’s needs anymore; this concept takes it one step further, allowing consumers to actually design and create the products themselves.
The social media campaign is being supported by a 30 second TV ad that also raises the awareness of the companies two other core variants, Peanut Butter Me Up and Blondie Brownie, which are set to be launched this year. The #MyBenAndJerrys competition closes on the 27th October and the winner will be notified within 28 days of the competition closing date.