The Ben & Jerry's City Churned Campaign Crowdsources Locals
Meghan Young — June 10, 2013 — Marketing
References: citychurned.benjerry & psfk
The Ben & Jerry's City Churned ad campaign is getting personal. Inspired by the fact that every city tends to be known for something, and the locals being proud of that something, it is allowing people to vote on what flavor should represent their hometown. Kicking off in five markets: Washington, D.C., San Francisco, New York, Portland and Seattle, it goes to the fans to crowdsource these ingredients.
Each of the five cities will have its own Ben & Jerry's City Churned microsite that will track real-time votes from the motions and residents. To ensure that the designated flavor stays true to its city of origin, Ben & Jerry’s is partnering with local businesses to source the ingredients including Route 11 Chips, Spoonable Caramel, TCHO Chocolate, Kika’s Treats, Rogue Ales, Portland Roasting Coffee, Theo Chocolates and Caffé Vita.
Each of the five cities will have its own Ben & Jerry's City Churned microsite that will track real-time votes from the motions and residents. To ensure that the designated flavor stays true to its city of origin, Ben & Jerry’s is partnering with local businesses to source the ingredients including Route 11 Chips, Spoonable Caramel, TCHO Chocolate, Kika’s Treats, Rogue Ales, Portland Roasting Coffee, Theo Chocolates and Caffé Vita.
Trend Themes
1. City-specific Products - Brands can crowdsource and create city-specific products to cater to local pride and increase brand loyalty.
2. Crowdsourced Marketing - Crowdsourcing can be used as a marketing strategy to engage communities and foster brand loyalty.
3. Collaboration Marketing - Partnering with local businesses can make a brand more authentic and credible, increasing customer loyalty.
Industry Implications
1. Food and Beverage - Collaborating with local food and beverage companies can help brands source unique ingredients and build strong connections with local consumers.
2. Marketing and Advertising - Incorporating crowdsourcing into advertising campaigns can help marketers design more engaging and relevant campaigns.
3. Tourism and Hospitality - Creating city-specific products can increase interest and demand for tourism and hospitality services in a particular city.
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