I apologize to all the lactose intolerant people reading this post, but ice cream is one of the most delicious foods in the world. It comes in hundreds of different flavors; it can be filled with any fruit, candy, baked good, or chocolate creation; and you can top it with anything under the sun. The only thing better than ice cream is free ice cream. Once a year, as a thank you to all of its customers, Ben and Jerry’s hosts Free Cone Day, a day on which they give away free ice cream to all patrons. Not only is this enough to drive consumers to their store, but also to drive consumers to their site.
Like other promotions we’ve analyzed (Who Else Wants Free Pancakes?, People Love Free Pants), giveaways are a great way for a brand to generate awareness and lots of online buzz. Keep up the good (and tasty!) work Ben and Jerry’s!
Debra Miller Arbesman is senior associate, retailer and consumer products at Compete, a Kantar Media company that helps brands improve their marketing based on the online behavior of millions of consumers.