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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Häagen-Dazs 60th Birthday Snap Lens

Finalist in Snapchat

Objective

In celebration of their 60th birthday, Häagen-Dazs’ objective was to drive promotion and sweepstakes entries through an AR Snap lens experience that captured the nostalgia of the brand in a playful, interactive way. 

In response to the impact of the COVID-19 pandemic, Häagen-Dazs wanted to give back and reward its customers for their loyalty over the years with a generous sweepstakes initiative to say “thank you.” Another key campaign objective was to celebrate the brand’s extraordinary history, while increasing brand awareness with millennials and inspiring higher consumer engagement with a younger market. 

Key Campaign Objectives:

Strategy

Trigger worked closely with Häagen-Dazs to develop an immersive “60 Years Together” Snap lens that was inspired by Häagen-Dazs packaging via a highly visible Snapcode appearing on the side of each individual pint. In-store signage with brand messaging, along with social media pushes promoting the AR experience were used to alert consumers of the campaign and the sweepstakes.

For the Snap lens experience, we wanted to immerse the user in a virtual ice cream parlor modeled after the original Häagen-Dazs shop that not only captured the nostalgia of the brand’s longevity in the market, but also brought levity and joy to the average consumer quarantining at home. With that in mind, Trigger created an AR dollhouse experience where users watch their pint of ice cream grow and open up into a giant-sized virtual parlor in their own home. Once “inside” the parlor, users were free to create a customized dessert by approaching the counter to select either a cup or cone and “scoop” their favorite combination of Häagen-Dazs classic ice cream flavors. The experience ends with a special thank-you card from Häagen-Dazs and a prompt to enter the sweeps for a chance to win. 

Knowing Häagen-Dazs’ wanted to increase brand awareness with millennials, we chose Snapchat to leverage the platform’s robust built-in user base within this target demographic. Snapchat also allowed our creative team the depth of interactivity we desired for the lens experience. The complexity of the 3D dollhouse asset with varying interactions for users was a first with Snap, which their team expressed while working closely with us on this project. We took a risk creating such an in-depth world lens—and it clearly paid off with the extended playtime and engagement the lens received from consumers.

Results

This campaign used AR as an add-on to attract awareness for the 60th birthday sweepstakes initiative, whereby the Snap lens served as a quick way for consumers to enter the sweeps with reduced friction. The experience was rolled out in over 14K stores in North America and earned over 1.4+ MILLION sweepstakes entries, one of the Häagen-Dazs’ highest performing sweeps to date! Not to mention, users spent an average dwell time of up to 2 minutes in the virtual ice cream parlor AR lens experience! 

Overall, the “60 Years Together” campaign far exceeded Haagen-Dazs initial KPIs and goals touting the following results: 

Nestle plans to leverage AR for future brand awareness initiatives as this campaign proved that immersive experiences drive positive and longer engagement, especially in comparison to some of their traditional media initiatives.

Media

Video for Häagen-Dazs 60th Birthday Snap Lens

Produced by

Trigger, Häagen-Dazs

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

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