Ben & Jerry’s: Boots on the Moooo’n Pint Launch
Outer Space
Challenge
Drive excitement, product trial, and social conversation among fans of Ben & Jerry’s and Netflix for their third flavor release partnership—Boots on the Moooo’n, a unique ice cream inspired by the highly anticipated TV series Space Force.
Approach
Using a combination of in-home and digital tactics, Trigger(House executed a multi-channel approach for building buzz and awareness around the flavor announcement. Over a 4-week period, a diverse range of crowd-pleasing promo efforts included: custom seeding kits sent to top tier influencers, media, and celebrities with out-of-this-world collectables and ice cream that arrived fresh-from-the-freezer cold, the first-ever pint of ice cream sent into space (with 3D video tracking its flight path), and an original 8-bit video game accompanied by an open competition with prizes going to top scorers from all over the US. Throughout the campaign, T(H helped the debut of both the show and the ice cream turn heads and trend across multiple social and PR channels, generating all kinds of sharable excitement.
