Ben & Jerry’s are known to be a fun and quirky brand with rich and indulgent ice cream flavors. Some fans crave the brand's indulgent flavors, but feel guilty about the richness of the ice cream to purchase them frequently. But the healthy halo of Greek yogurt is strong enough to release them from this guilt.

This insight led us to believe that Greek Frozen Yogurt would appeal to many of our current reluctant fans. Unfortunately Greek yogurt is a little “vanilla” and seems off brand for Ben & Jerry’s. So we created a fun and engaging iAd using iPhone features like the camera and accelerometer to show how delicious and quirky the Greek Frozen Yogurt flavors really are.

The “Virtual Taste Test” iAd allows you to taste the new flavors right from your phone! All you needed to do was take a picture of yourself using your iPhone’s front-facing camera, select a mouth (each one had a unique personality), and use your phone’s gyroscope and accelerometer to aim the virtual spoon into your mouth, and get dessert! There were 4 levels to play which allowed you to get familiar with the 4 new flavors, and once you were done, you could use the dynamic Greek Frozen Yogurt locator to find a Ben & Jerry’s scoop shop or retail store nearby so you can try it for real.

In terms of results, Ben & Jerry’s Virtual Taste Test strongly outperformed Apple's iAd Network benchmarks for engagement, gameplay and conversion. 22% more users tapped through on the banner than the iAd average. And once these users tapped, 96% of them stayed to complete the game – far beyond the iAd Network's average of 11%-25%. Conversion was also outstanding; 12.1% went to find a store on the map, compared to the iAd Network's 1%-6.76% average for map requests. And according to Apple, this was the most innovative iAd in market to date.

We focused the fully integrated launch campaign on specific cities where our fans lived and where sales of Greek yogurt were on the rise. Conventional wisdom is that trial is an essential part of this kind of new product launch – and that's especially true of the Greek Frozen Yogurts, which reliably surprised and delighted samplers with their rich, indulgent flavors. So while our 'Wanna Spoon' Facebook app allows fans to share coupons with their perfect spooning partner to encourage trial, we also had a truck tour which allowed fans to tweet the truck to bring them free samples. Additional media support included national and local print and OOH, online pre-roll video, rich media banners, and an iAd.

Ben & Jerry’s fans engagement with the Wanna Spoon Facebook app and sharing of coupons surpassed all expectations. The post introducing the app got the most number of likes, highest shares, and comments in the history of the brand. This not only got our current fans excited and engaged with the product, but also brought in new fans to interact with the brand.