HÄAGEN-DAZS Presents: AR Concert of Flavor

Unlike the ordinary ice cream scoop, at Haagen Dazs, the importance of a complete, positive experience, begins with a unique preparation.

One of the world’s most recognized and loved ice cream brands, has instated AR to better the consumption experience of users. According to Little Black Book, “The Concerto Timer app features two-minute-long music concertos that help consumers understand the exact amount of time needed to prepare their Häagen-Dazs ice cream in order to get the full, rich consistency and allow all the flavors to fully bloom”.

This clever use of AR shows creative problem solving at its best. Häagen-Dazs wanted to educate consumers that its ice cream is best enjoyed after a two-minute softening period. So how do you get people to hold out for two very long minutes before tucking in? By scanning a tub of Häagen-Dazs, customers were able to enjoy a two-minute, hologram-like projection of a violin concerto from the comfort of their couch. This method of enriching the experience and diversifying the instrumental performance given, enhanced customers’ loyalty and brands image.

In addition, as explained in the blog Because, “the concept came directly from our brand loyalists who recognized the necessity of tempering to enjoy all of the flavors in our ice cream”. Nonetheless, with every download of the Concerto Timer app, the Häagen-Dazs brand donated $5 to honey bee research at the University of California Davis for a total donation up to $75,000". As honey bees colonies, which are responsible for a third of all world’s food supply and the company’s main ingredients are dying at an alarming rate, supporting the cause improved their image as a responsible brand and broaden their reach.

The way I see it, Häagen-Dazs combines all of the neccesary “ingredients” for a successful campaign. They incorporate technology, social and environmental responsibility, and inside, consumers’ tips to enhance the experience and highlight the distinguished flavor. All of which are the building blocks of brand loyalty — A winning recipe.