Member Article

Taste of outdoor cinema for Häagen-Dazs

Luxury ice cream brand Häagen-Dazs is partnering with outdoor screening specialists The Luna Cinema to take the movie-going experience to a whole new level this summer, combining indulgent ice cream with exquisite locations and iconic films.

As part of its new global House of Häagen-Dazs campaign, special Luna Cinema and Häagen-Dazs screening experiences will be held at iconic UK locations, including Kew Gardens, Ascot Racecourse, Hampton Court Palace and Warwick Castle. They will feature film classics such as Breakfast at Tiffany’s, Some Like It Hot and Grease.

Throughout The Luna Cinema campaign Häagen-Dazs is working with brand engagement agency Electrify to execute a range of experiential marketing activities, including special VIP experiences, theatre and usherette style sample distribution, and strategic digital engagement.

During the screenings attendees will be given a taste of one of the Häagen-Dazs Secret Sensations mini-cups; deliciously tempting ice cream with a decadent heart of sauce, available in Chocolat Fondant and Crème Brulee. Guests will also be photographed at the events and given the chance to create a special online album using a unique QR code, as part of a digital drive to build awareness through social media channels.

Ed Culf, marketing director at General Mills said: “The Luna Cinema experience is just one element of the House of Häagen-Dazs campaign; a global initiative to assert the brand’s quality, pioneering and craftsmanship credentials whilst captivating the audience in new and exciting ways.”

Heather Jemetta, senior project manager at Electrify said, “We’re delighted to be working with Häagen-Dazs on this campaign, which will be an experience for all the senses. The Luna screenings are the perfect setting for a fusion of sights, sounds and tastes, complimented by a targeted multi-channel marketing drive”

Electrify is part of a group of specialist agencies selected by Häagen-Dazs to bring its UK-based marketing activity to life. It is the third time Electrify has been chosen by the brand to deliver its live brand experiences. Previous activity has included support for the Vintage Festival, London Fashion Week, The Clothes Show Live, and Alternative Fashion Week.

This was posted in Bdaily's Members' News section by Electrify Worldwide .