File this one under “They Get It”. Ben & Jerry’s recently ran an ice-cream-delivery-by-request execution in four markets over the summer, in which the iconic brand married offline experiential engagement with digital marketing.
As word of mouth marketers, this type of approach makes us all warm inside. According to KellerFay, 91% of brand conversations occur offline, a notion that tends to get lost in the social media hype of today. This is a timely post, as I read (and reread) this classic post by Brains on Fire – Why Offline Is Still Sexy – several times yesterday. I love what Ben & Jerry’s did with this program because it very seamlessly connects the digital experience to real-life in-person communication. And at the end of the day, reading about ice cream online can never replace the smell, touch and taste of a scoop in your hands.