Sony’s cool Ben and Jerry’s partnership makes you smile
by Chris Reed
Cool and sweet partnership
Sony and Ben and Jerry’s have created a very cool brand partnership in Singapore. It’s fun and simple and Singaproean’s will love it.
All you do is go down to your local Ben and Jerry’s take the funniest photo that you can of you and your friends eating or playing with ice cream and post it online. The best ones win Sony CyberShots or Ben and Jerry’s hampers, cool prizes for a cool collaborative effort.
The partnership collects data, matches too creative brands together and drives sales while creating awareness of the Sony Cybershot. Simple and effective.
The chocolate spinkles on top of the tasty ice cream is the additional bonus that if you visit Ben and Jerry’s in selected malls and say “Like Colours, Love Cyber-shot!” you gain extra scoops of ice cream for free. Great way of simply rewarding brand reinforcement messaging.
Promotional partnerships should be simple and easy to redeem, they should be seen by the consumer as being logical or relevant in some way no matter how lateral the thinking. The only thing that could have made this partnership even better would have been a mutually beneficial on pack promotion both ways. That would have been the cherry on the ice cream!