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Simply Summer Social Awards Contestant #4: Ben and Jerry’s Core Tour 2014

Simply-Summer-Awards-BlogWhich brands won summer 2014 on social? You get to choose. 

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.

View Results Here

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:

Screen Shot 2014-09-22 at 12.18.40 PMOur CEO, Adam Schoenfeld, chose this campaign as his favorite of summer because of his immense sweet tooth for many reasons:

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.” 

Ice cream fanatics can head over to the Ben & Jerry’s Core Tour site to request that an East Coast (@BenJerrysTruck) or West Coast truck (@BenJerrysWest) show up to their workplace.

Screen Shot 2014-09-22 at 12.37.20 PMThe reigning hashtag of the campaign is #OMGFreeBenJerrys, which autopopulates when you click the request button on the website, along with the appropriate handle:

Screen Shot 2014-09-22 at 12.51.44 PMThis is a socially savvy move, since it allows Ben & Jerry’s to measures campaign progress and success by handle and hashtag mentions over time.

Of course, folks can also log directly into Twitter and tweet at Ben & Jerry’s with their own personal messages.

Screen Shot 2014-09-22 at 1.25.25 PMIce cream prayers answered.


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).

Screen Shot 2014-09-25 at 10.34.27 AMIn 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.

Screen Shot 2014-09-25 at 10.39.53 AMThe correlation between engagement difference and truck stop locations is no accident. Where the ice cream is, the Tweets increase. That’s just science.

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).

Screen Shot 2014-09-25 at 10.57.12 AMThis means that the followers @BenJerrysWest does have are more engaged than @BenJerrysTruck’s followers.

This Tweet has generated the most impressions during Core Tour 2014 thus far:

Screen Shot 2014-09-25 at 11.05.48 AMThis post shows off two of the Core Tour’s most successful strategies, which any brand can learn from while planning a Twitter campaign:

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 clicks that @BenJerrysTruck has so far.

Screen Shot 2014-09-25 at 11.34.13 AMWhat have they been doing so well? Building on the public’s curiosity about local events and linking to further information.

Screen Shot 2014-09-25 at 11.52.43 AMAnd the most engaging post of Core Tour 2014? Drum roll, please…

Screen Shot 2014-09-25 at 11.59.46 AMNYC, 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. 

Vote for Core Tour 2014!

Want to Learn More About Measuring Your Own Twitter Campaign? 

Twitter is a network built for speed and marketers can have a hard time keeping up with the changes. Our second edition Twitter eBook delivers the most current metrics and tactics for analyzing your brand’s activity.

Learn what’s changed and how to keep your Twitter strategy ahead of the curve by clicking on the button below and downloading our updated eBook.

Screen Shot 2014-09-09 at 2.20.55 PM

Lucy Hitz

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.

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