Häagen-Dazs' Hanabi Bar Shares a Fireworks Show Inspired by Its Juicy Bar
Laura McQuarrie — June 6, 2018 — Marketing
References: haagen-dazs.co.jp & japantrends
For just a few days in Japan, Häagen-Dazs opened a Hanabi Bar where people had the chance to enjoy a complimentary sample of the Häagen-Dazs Juicy Bar, along with a digital fireworks show inspired by the vibrant frozen treat.
Those who arrived dressed in pink, the same color as the frozen treat, were treated to a free entry ticket to the observation deck based on a first-come, first-served basis. The five-minute protection mapped digital fireworks show was shared four times per hour, which gave guests plenty of time to enjoy their refreshment from Häagen-Dazs and take in the views of Tokyo at night.
Häagen-Dazs has previously experimented with different kinds of lounges, and this one was especially intriguing for those who wanted to be treated to a different view of the city, high above sea level.
Those who arrived dressed in pink, the same color as the frozen treat, were treated to a free entry ticket to the observation deck based on a first-come, first-served basis. The five-minute protection mapped digital fireworks show was shared four times per hour, which gave guests plenty of time to enjoy their refreshment from Häagen-Dazs and take in the views of Tokyo at night.
Häagen-Dazs has previously experimented with different kinds of lounges, and this one was especially intriguing for those who wanted to be treated to a different view of the city, high above sea level.
Trend Themes
1. Digital Food Experience - The integration of digital entertainment into food experiences can lead to new ways of engaging customers and increasing brand awareness.
2. Personalized Marketing - Offering free or discounted admission to customers dressed in a brand-specific color can increase engagement and facilitate data collection for personalized marketing strategies.
3. Location-based Entertainment - Creating limited-time, exclusive experiences in unique locations can drive buzz and excitement for a brand, while also providing a memorable experience for customers.
Industry Implications
1. Food and Beverage - Incorporating interactive and entertaining elements into food and beverage experiences can increase customer engagement and loyalty, as well as differentiate brands in a crowded market.
2. Marketing and Advertising - The use of personalized marketing strategies that incorporate unique and exclusive experiences can help brands stand out and build a loyal customer base.
3. Entertainment and Events - Location-based entertainment that combines physical and digital elements can provide a unique and memorable experience for attendees and drive interest in future events or experiences.
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