Häagen-Dazs

To promote trial of their products, Häagen-Dazs distributed ice cream samples at every Mov’in Boat screening from January 2021.

Challenge

In order to drive trial of their ice creams, Häagen-Dazs were looking to align with cinemas to undertake sampling to drive brand awareness and conversion.

Solution

Longstanding exhibitor agreements blocked Häagen-Dazs from these environments so they partnered with Mov’in Boat as the official ice cream partner.

Upon entry, cinemagoers were offered their choice of four delicious flavours in an individual serving size. Onsite voiceovers reminded guests of these samples and they were available from entry and until the commencement of the preshow.

Over 9,000 samples were distributed at the event and feedback from guests was overwhelmingly positive.

Results

• 9,000+ individual sample tubs of Häagen-Dazs distributed

• 85% of Mov’in Boat sessions were sold out

• 28,745 total paid admits delivered across the season