Just like wine needs to breathe, Häagen-Dazs ice cream needs to soften or "temper" for that perfect creamy texture. And Häagen-Dazs loyalists are willing to wait. So, we created the Häagen-Dazs Concerto Timer app to help pass the time. When users launch the app and point the phone‚s camera at the carton‚s lid, a virtual violin concert begins to play. Users are serenaded for two minutes – the amount of time it takes to get that just-right consistency.

Launch the campaign
Published
December 2013
Topics

The Story

Just like wine needs to breathe, Häagen-Dazs ice cream needs to soften or "temper" for that perfect creamy texture. And Häagen-Dazs loyalists are willing to wait. So, we created the Häagen-Dazs Concerto Timer app to help pass the time. When users launch the app and point the phone‚s camera at the carton‚s lid, a virtual violin concert begins to play. Users are serenaded for two minutes – the amount of time it takes to get that just-right consistency.

The Häagen-Dazs Concerto Timer app uses technology in an innovative way to enhance the product experience. This isn‚t a one-and-done app, though. It‚s a utility that the brand and consumers can enhance over time. The experience is unique and one loyalists choose to share over Twitter and Facebook.

The Technology

The Results

From the moment we started this project, we knew the augmented-reality experience we were creating had to be new, beautiful and sophisticated. From the initial launch, fueled largely by earned media, the app attracted 4,000 unique users. 60% of users returned for repeat experience.

4K

Unique users attracted from the initial launch

60

Flavors trigger the app

0.6

Of users returned for repeat experience

Launch Date 1 August 2013