The two-day experiential initiative kicked off in London’s Bloomsbury Square. Working with Hill + Knowlton Strategies and Bisqit, Häagen-Dazs erected a giant white dome that acted as a school for the senses.
A sensorial squad dubbed The Masters of Real was assembled to host hour-long press and trade events in the tent, as well as shorter consumer-facing sessions. Sensory expert Professor Barry Smith explained how sight, sound and scent all affect taste, while Duck & Waffle’s head chef Dan Doherty showcased how the ice cream can be incorporated into daily gastronomic treats.
Blogger Rosie Thomas and Häagen-Dazs ice cream tester Alison Gray also took to the floor of the academy.
"The spring board"
"The experiential activity was designed to launch The Master Ice Cream Academy concept to consumers and influencers, being the springboard for our PR plans for the rest of the year," Cutter told Event. "The experience was designed to celebrate quality ice cream and allow consumers to really experience the Häagen-Dazs difference to help them make more informed choices about their ice cream purchases."
She added it was the first time the brand had created such a large-scale experiential campaign. "We wanted a new approach to bring to life our brand ethos and to celebrate quality ice cream made with minimal and carefully sourced ingredients," she explained. "So, we developed the Master Ice Cream Academy as an ongoing source of information on all things ice cream."
In total, more than 300 people had the chance to physically experience the academy. Activity across Twitter and Facebook meant the event reached more than one million people online.
Cutter said she is pleased with the results: "We successfully launched The Master Ice Cream Academy and consumers left the experience feeling like they had learnt something new and had a positive experience with the Häagen-Dazs brand. The event is the first stage in the roll out of activity and we’re excited to share more soon."
She added: "As we were very pleased with the event, we would consider similar experiential events in the future."
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