Today Baskin-Robbins is running their 31 Cent Scoop Night to Benefit the National Fallen Firefighters Foundation. I discovered this campaign last week on Twitter and have been impressed by the level of full integration across multiple channels. As a marketer and social media enthusiast, I’m always looking for ways to demonstrate what a well orchestrated and integrated campaign can look like.
At the bottom of this post, I’ve embedded a presentation of all the digital and in store elements I have come across. I have to give props to 22Squared who I believe is the agency who executed this. One thing that makes this campaign stronger is the ability to donate your status on Facebook the day of the event. What makes it even more interesting is you can pick from 3 different status updates and frequency.
One area that I think they missed out was leveraging location based applications such as Foursquare. If they would have created a special badge for the event, albeit extremely costly, it would have also driven the social media elite out in force. Everytime someone checked-in it would hit their social stream again encouraging others to come in. Either way, if it is anything like the KFC Grilled Chicken launch with free meal, the locations probably aren’t prepared to deal with the mass crowds this will draw, but it does generate great buzz for a good cause.
Yes I’ll be there tonight since my kids saw my Facebook update as well. You’ll also see my foursquare checkin. Let me know your thoughts on the campaign as well.
Mike D. Merrill (@mikedmerrill)
Mike Merrill is Director of Marketing at ReachLocal and Chief Bacon Maker and Marketing Strategist of Bacon Marketing. He is also Chairman of the Social Media Club of Dallas and co-organizer of Ignite Dallas.