Simply Summer Social Awards Contestant #4: Ben and Jerry’s Core Tour 2014
From now until September 26, we’ll be blogging about five brand’s killer summer campaigns, according to four social influencers and our very own CEO.
You can vote by clicking the button at the end of each blog post, which will send a Tweet detailing your choice from your Twitter handle. We’ll use those Tweets and our software to keep track of your votes.
Votes will be tallied in real time right here, so you can check in on the award standings whenever your heart desires. There’s no limit to the amount of brands you can vote for, so be sure to check in with the blog regularly to see who’s being featured and what #winning looks like.
What Is Core Tour 2014?
The Core Tour is Ben & Jerry’s freebie-friendly way of showcasing their new Core flavors, which include a core center of fudge, caramel, or raspberry jam in each pint.
Ben & Jerry’s core tour is unique among the summer campaigns we’ve featured because it’s still happening, pouring into fall. Right now, for instance, the East Coast Ben & Jerry’s truck is rolling through Boston, delighting locals with free sweet samples:
“This campaign combined two of my favorite things in the world – ice cream and social media. The focus on delivering value to brand advocates, the local and national alignment, and the real-time consumer-driven agenda made Core Tour 2014 the sweetest social campaign of the summer.”
Of course, folks can also log directly into Twitter and tweet at Ben & Jerry’s with their own personal messages.
Since the Core Tour has expanded its efforts beyond summer and is still running, I looked at a Twitter Competitive Analysis for @BenJerrysTruck and @BenJerrysWest from July 1 to September 24. Here are the high level stats (click to zoom).
In the given time period, @BenJerrysTruck experienced more engagement than @BenJerrysWest by 45%. This could have something to do with the fact that, so far, seven out of 12 (58%) of Ben & Jerry’s truck stops have occurred on the east coast.
When I delved deeper into the Twitter analytics surrounding the campaign, more interesting things started to happen. For one, I noticed that while @BenJerrysTruck has more followers, @BenJerrysWest wins for engagement as percentage of followers (click to zoom).
This Tweet has generated the most impressions during Core Tour 2014 thus far:
Recognize the power of photos. Tweets that contain photos have been the most engaging content type for both handles during Core Tour. Most of these photos either announced the truck’s presence in a new town or showed off happy ice cream eaters in their office environments.
Partner with other big brands who have loyal social followings. There are a lot of hockey fans out there — the NHL has 2.71 million followers on Twitter alone. @BenJerrysTruck used the NHL’s #Isitoctoberyet hashtag and got a lot of love from followers with overlapping interest in ice cream and ice rinks.
@BenJerrysWest has received three times the amount of bit.ly clicks that @BenJerrysTruck has so far.
NYC, BABY. Whether it’s NYC’s sheer number of ice cream-hungry offices, huge population, or the fact that it’s the best city on earth (I may be slightly biased, it’s my hometown), this Tweet at New York City in the thick of summer and on day one of the campaign was a brilliant and super engagement-driving way for Ben & Jerry’s to get their campaign’s wheels turning.
The Bottom Line
Core Tour 2014 has driven a ton of engagement and sweet tooth satisfaction on both east and west coasts, with an ingenious, seamless synthesis between website content and Twitter activity — and it’s not over yet. The Tour is rolling on into early autumn, ending in Boston on October 15.
Ben & Jerry’s has showed us that a social campaign doesn’t have to be complicated or multi-network to see solid results. A campaign that goes strong for three months, and counting? We’ll raise our spoons to that.
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I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.