Haagen-Dazs, in conjunction with Bompas & Parr, are set to stage a multi-sensory, ice cream-themed, experience to find out once and for all, who is the greatest ice cream photographer!
Haagen-Dazs – My Extraordinary Life
To find ‘the greatest ice cream photographer’!
What Will They Do?
Taking place on 19th May at central London’s Noho Studios, Haagen-Dazs have partnered with canny, culinary, creatives, Bompas & Parr to host an immersive series of multi-sensory ice cream worlds, designed to encourage guests to share their experiences across social media.
The campaign will feature a salt caramel and cookies & cream themed lounge room, where guests begin their journey into the cream! After this, an infra-red ice cream experiment will bring to life the sensation of hot and cold coming together, a grandiose dinning table will provide guests with edible centre-pieces and, finally, an ‘Ice-capade’ will showcase the ‘art of ice cream’, with an Instagram station present for any budding artists.
Having completed the experience, guests will be treated to a complimentary Haagen-Dazs cocktail, served alongside canapes (ice cream-themed of course!). For those who fancy their photography skills, the owner of the best photo with the hashtag #MyExtraordinaryLife will have their face turned into a bespoke Haagen-Dazs ice cream. Very cool!
Why Do We Like It?
We love it when brands choose to push the boat out, creating vast immersive experiences with multiple facets. However, when doing this, they can often lose touch with their core values in an attempt to create ‘the greatest experience’. That hasn’t happened here!
Haagen-Dazs and Bompas & Parr have created an experience which personifies the core aspects of what an ice cream is, the sensation of cold, the decadence of the taste, the aesthetic pleasure of a perfect cone. The brand has used these aspects to create an immersive, interesting and, above all, engaging experience.
Add to this the running theme of social connectivity, pushed through both the competition and the Instagram station, and it is obvious Haagen-Dazs have created an experience which will pay dividends both online and in-person. Budding experiential marketers take note.