Häagen-Dazs, the renowned ice cream brand, is introducing a creative marketing campaign tailored to cater to its younger consumer base in Hong Kong. In an innovative move that combines social media and the love for ice cream, Häagen-Dazs is launching an Instagram filter that predicts users’ favorite macaron ice cream flavors. This unique concept aims to pique the interest of the brand’s younger consumers who frequent the Instagram platform.
Discussing the initiative with MARKETING-INTERACTIVE, a representative from Häagen-Dazs elaborated on the strategy behind the IG filter. It is aimed at capturing the attention of a younger demographic, given their proclivity for engaging heavily with Instagram content. The exciting IG filter will be accessible to users until the 30th of June.
To engage with this interactive filter, users are encouraged to share a snapshot using the filter on their Instagram story. By tagging the official Häagen-Dazs Hong Kong Instagram handle @haagendaz_hong_kong and including the hashtag #ASpoonfulofMacaron, users become eligible to receive a limited-time coupon. This coupon allows the purchase of the delectable macaron ice cream pint or the enticing Macaron Strawberry and Raspberry Ice Cream Stickbar. Additionally, users also stand a chance to win exciting prizes including free trips to the romantic city of Paris.
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In addition to the IG filter, Häagen-Dazs has unveiled an immersive pop-up event named “A Spoonful of Macaron”, available till the 18th of June. Transforming MOKO mall into a picturesque French town, the event features four interactive zones namely Tower de France, The Interactive French Feast, L’ Amour de Paris, and Häagen-Dazs Pâtisserie. Each zone is designed to provide consumers with a delightful and immersive French experience. With a dazzling light show, a touch-screen dining table with eye-catching visual effects, and a giant wall projecting personalized messages, the event seeks to create memorable moments for every visitor. To top it all, attendees also receive an e-coupon to purchase the delicious Häagen-Dazs macaron ice cream range at a special discounted price.
The campaign is being actively promoted across a range of mediums including social media, digital panels, bus stop displays, and more, thus ensuring extensive visibility and engagement.
The information for this news piece is sourced from the marketing-interactive website.
