Fri, 27 Aug 2021 14:37:16 GMT
When the pandemic hit, experiential marketing was facing down the barrel of the unknown. Haagen-Dazs planned summer collaboration with Secret Cinema melted away faster than Cookies and Cream in a London heatwave.
To save our summer, stay relevant and maybe even crack a smile - Häagen-Dazs had to act remotely, and fast. The challenge was posed: How could we retain a communal experience, whilst remaining apart?
Introducing; Secret Sofa, Presented by Häagen-Dazs.
For 8 weeks in the spring of 2020, Häagen-Dazs offered a bright spark in a dark time. Through pioneering audience participation techniques, we drew from Secret Cinema’s real-life immersive blueprint, and set out how to make it work for a virtual stage.
Each Friday, Secret Sofa by Haägen-Dazs leveraged a mix of influencers and strategic communications across Facebook Live, TikTok, Instagram and email to introduce a bespoke shared cinematic experience. Centred around a new film each week, we tapped into the universal fandom that Secret Cinema has spent the best part of a decade cultivating.
Driven by influencers and newsletters - executed virtually on streaming platforms - audience participation deepened each week via unexpected fandom, scene re-enactments, quizzes and costume design. An exclusive Amazon Prime partnership brought rotating ice cream flavours and challenges throughout, adding an additional layer of immersion whilst keeping product top of mind that in a way that was authentic to the Secret Cinema project.
Each story was social to the core. In isolation, we sought connections by the only means how – digitally. In the UK alone, March 2020 saw social media usage surge 10-fold and TikTok downloads surpass 750K. As culture centralised online, Häagen-Dazs’ brand flourished in this new environment.
Audience size increased exponentially as their TikTok debut reached a whole new brand of consumers. We recruited participants in the thousands - influencing millions more - to step out of routine, embrace a new occasion, and take back the joy of Friday nights.
The work achieved unprecedented positive sentiment and a dramatic sales uplift, creating new ‘cultural moments’ that brought communities together. Secret Sofa was pivot borne of agile partnership, a supportive ethos and unified vision to keep creating moments that will last.
Agency: Agency Space
Creative: Rosie Howe
Creative: Lia Rodgers
Designer: Rosie Palmer
Executive Creative Director: Greg McAlinden
Motion Graphics: Will Meighan
Senior Account Manager: Anthea Knight
Associate Director: Sean Kelly
Categories: Food, DessertsSpace, 21 days ago