1st National Tongue Contest - D6 Madrid

Background

Ben & Jerry’s wanted a brand event to be created in shopping centres around Spain. As well as being a sampling exercise, the objectives were to create a sense of fun around the brand and to get people talking.

Idea

Passers-by were invited to enter the “1st National ben & Jerry’s Tongue Contest”. They were placed on a platform and in front of them was placed a tub of Ben & Jerry’s.

They were asked to stick their tongues out as far towards the ice-cream as possible. Masterminding all this and cajoling shoppers into giving it a try was an actor, dressed as a cow, who measured the tongues.

Videos of this were uploaded to Youtube.

Results

30,300 direct contacts were made and 3,600 tongues were measured with 300 videos being uploaded to Youtube. The winning video was watched over 12,000 times.

Our Thoughts

I have a new mind set these days. Instead of striving to win awards, now its all about having fun. Making the client have fun and the customers have fun. In the past direct was all about making a sale. Nowadays it can be all about making your customers like you. I would suspect each and every person who interacted or even saw this will think fondly of Ben and Jerry’s. I bet the team also had a blast with this nice, simple idea that suggests you’ll want to stick your tongue out further to reach a Ben and Jerry’s. Sweet.