To re-engage users and educate them about scoop shops reopening, Ben & Jerry’s and BLOCKv create a simple yet effective, shareable Vatom dynamic. The “Share the Love” campaign, rewarded loyal fans of the iconic ice cream brand with a redeemable scoop Vatom. By simply sharing their Vatom heart with a friend, the user unlocked their delicious Ice Cream reward.
Users that participated in the successful “Ben & Jerry’s Birthday Hunt” campaign were sent a SMS notification, launching them into the “Share the Love” campaign and letting them know that scoop shops had reopened after lockdown. Each user was sent a shareable Vatom heart straight to their Ben & Jerry’s wallet - all the user had to do was share their unique link with a friend via Facebook, WhatsApp, Twitter or SMS, seamlessly via the Vatom. Once their friend clicked on the link, their heart unlocked and became a redeemable Ice Cream voucher, whilst the friend received their own shareable heart Vatom. Ben & Jerry’s scoop shops across New Zealand and Australia promoted the campaign, allowing new users to join in store.
The social sharing dynamic allowed Ben & Jerry’s to reward their loyal consumers and drive awareness that scoop shops had reopened, all the while building the community of users using the Ben & Jerry’s Vatom wallet.
