The Ben N' Jerry's 'Wanna Spoon' Campaign is a Double Entendre
Vivian Lau — August 15, 2012 — Lifestyle
References: apps.facebook & fastcocreate
The Ben N' Jerry's 'Wanna Spoon' campaign is a punny marketing effort that encourages old Facebook friends to reconnect and share a froyo with each other.
The app-enabled campaign runs your Facebook profile through an algorithm that matches you up with a friend who has similar personal information as you. 'Likes,' marital status, the number of friends you have, your zodiac sign and more are compared so that you can find your perfect 'spoon' partner. A coupon for froyo is generated that will post with title 'Wanna Spoon?' to your perfect match's Timeline, giving you both an opportunity to catch up over its new Greek Frozen Yogurt line.
So if you're up for the challenge and don't mind potentially (and publicly) asking that-friend-you-met-that-one-time to spoon, you may just meet your new BFF.
The app-enabled campaign runs your Facebook profile through an algorithm that matches you up with a friend who has similar personal information as you. 'Likes,' marital status, the number of friends you have, your zodiac sign and more are compared so that you can find your perfect 'spoon' partner. A coupon for froyo is generated that will post with title 'Wanna Spoon?' to your perfect match's Timeline, giving you both an opportunity to catch up over its new Greek Frozen Yogurt line.
So if you're up for the challenge and don't mind potentially (and publicly) asking that-friend-you-met-that-one-time to spoon, you may just meet your new BFF.
Trend Themes
1. Algorithm-based Matchmaking - The Ben N' Jerry's 'Wanna Spoon' campaign demonstrates the potential for using algorithms to match individuals based on personal information.
2. Social Media Marketing - The 'Wanna Spoon' campaign highlights the effectiveness of using social media platforms like Facebook to engage with customers and create promotional campaigns.
3. Personalized Coupon Campaigns - The froyo coupon generated by the 'Wanna Spoon' campaign showcases the opportunity to use personalized coupons to incentivize customer engagement.
Industry Implications
1. Food and Beverage - The Ben N' Jerry's 'Wanna Spoon' campaign targets the food and beverage industry, specifically the frozen yogurt sector, with its coupon promotion.
2. Technology and Software - The 'Wanna Spoon' campaign relies on app-enabled technology and algorithmic matching, highlighting the potential for disruptive innovation in the technology and software industry.
3. Advertising and Marketing - The success of the 'Wanna Spoon' campaign demonstrates the potential for disruptive innovation in the advertising and marketing industry, particularly in the realm of social media marketing.
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