Ben & Jerry's counts eco-friendly actions as votes for a new flavor

06/3/2013 | Adweek

360i is running a Ben & Jerry's flavor-voting campaign in which the on-time arrival of commuter trains and the direction of cabs count as a vote for an associated flavor. A sampling "Scoop Truck" touring 11 cities will promote the idea by counting uptown cabs as a vote for one flavor and downtown cabs another, for example. "The bottom line is, we are trying to increase our sales. But this is also about developing deeper relationships with our fans," said Mike Hayes, a Ben & Jerry's assistant digital marketing manager.

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