Best Food Industry Interactive Application

HÄAGEN-DAZS: “FIND YOUR FLAVOR PROFILE” GENERATOR UNIT Häagen-Dazs does more than just classic flavors. To educate consumers—both men and women ages 30-55; college educated; HHI of <$100K—about the expansive variety of new Häagen-Dazs flavors now available, CNMG created an innovative, interactive custom generator ad unit for Digital Editions of The New Yorker. The playful, engaging tablet experience enabled readers to discover a new side of their ice cream appetites—and themselves—through a series of questions about what they desire in other aspects of their lives. This series of four multiple choice questions on relaxation, travel, entertainment and dining each offered three possible answers accompanied by delightfully enticing cross-sliced visuals of a pint of Häagen-Dazs in surprising, unusual flavors. Upon completion of the quiz, users were served one of three “flavor profiles” (beyond-the-ordinary chocolate, caramel and fruit varieties) based upon their answers and shown an array of flavors fitting that profile. Users were then invited to explore more flavors or take the quiz again and explore the possibility that their favorite flavor might just be one they haven’t tried yet. Deliciously compelling copy and visuals had users spending twice the time engaging with these units versus the average for rich media units.

Contributors:

CONDE NAST MEDIA GROUP

Location: USA