Ben & Jerry’s x Netflix: Punch Line Hotline

Nationwide

Challenge

Create a sustaining campaign to support the launch of Punch Line, the fourth flavor in the Ben & Jerry’s x Netflix Partnership. The campaign should integrate COVID safe sampling, compelling content delivered in a unique way, and Netflix’s comedy division, Netflix is a Joke.

Approach

The hotline was a toll-free number loaded with exclusive jokes and commentary from stand-up stars Wanda Sykes, Fortune Feimster, and Aparna Nancherla. Hidden within the hotline as a special surprise treat for hungry fans was a first-of-its-kind “Virtual Scoop Shop”—opening at random times every day during the first month and sending free pints of Punch Line to callers lucky enough to find it. Trigger(House managed all hotline design, development, and execution as well as logistics and fulfillment of all virtual scoop shop sampling. *Celebrity Talent managed with partner agency, Observatory.

Results

The Punch Line Hotline received over 132,000 calls with over 90,000 of those calls placed in the first four weeks of the campaign. The scoop shop successfully “sold out” in the first four weeks of the campaign with 4,000 pints delivered overnight to callers’ doors.