By: Jackie Koenig
Through VR, Häagen-Dazs Will Let You Fly (and Sympathize) With Imperiled Honey Bees
At the 2017 Sundance Film Festival, Haagen-Dazs used the OEP teaser/prequel model by releasing a trailer for its first virtual reality project concerning the worldwide plight of bees, set to release in the summer. The brand hopes the project will attract people who enjoy or are curious about virtual reality, as well as anyone interested in honeybees. Haagen-Dazs wants more than just its own consumers to partake in the story: all people are affected by the work of bees, so they should use the experience as an educational opportunity.
The project will provide information about the dire honeybee situation to viewers using entertainment by placing them in a bee’s perspective. It hopes to promote further awareness and motivate people to make a direct difference regarding the global issue.
As Nestle is exploring new technologies and Haagen-Dazs’s campaign entitled “Haagen-Dazs Loves Honey Bees” has existed for eight years, participation-led orchestration through virtual reality seemed the right fit for the brand. The campaign naturally provides a compelling story to tell, which is essential in the new advertising age.
Success can be measured through views of the trailer and buzz around it found on social media and news sites. Once the project is launched, viewer/user numbers and public discussion and action concerning honeybees will indicate if the film is successful.
Human Rights Campaign Highlights Members and Supporters as Major Leaders in Marriage Equality Fight
Human Rights Campaign posted a red-tinted version of their logo to their Facebook page and urged supporters to make it their profile picture to show support for marriage equality. This was a direct response to the upcoming oral arguments taking place surrounding the Hollingsworth v. Perry case. The intended audience was Human Rights Campaign’s 1.5 million members who support marriage equality and would, in turn, influence others by instigating discussion and sharing information.
The intention of the post (and several thereafter) was to promote social awareness of the trial and support of marriage equality, as well as HRC as an entity.
The brand had 1.2 million Facebook followers at the time of the initial post, which made the overall reach for the message incredibly large. Using the OEP recruitment model, which makes mass participation and conversation convenient and simple, was clearly the most beneficial and prudent route.
The first post drew tens of thousands of likes and shares, creating an internet sensation which eventually garnered more than 50 million impressions and helped spread the word about marriage equality and other issues HRC cares about. Internet traffic records for HRC were smashed—with more than 700,000 unique visitors to the website in a 24-hour period—and the brand gained over 200,000 Facebook followers and 26,000 Twitter followers in just two days.
(owned media, Facebook, virtual reality, Haagen-Dazs, Human Rights Campaign)