A great example of how crowdsourcing and a well integrated message can brighten up a brand's image. The 'City Churned' campaign was created by a collaboration between 360i and Ben & Jerry's and it invited people from New York, Portland, San Francisco, Seattle, and Washington D.C to participate in creating a brand new flavour that was unique and representative of their city and the people in it. The unique twist of the campaign was that besides the people of each city voting, the campaign also got the city to vote by counting things such as uptown cabs v. downtown cabs to count as peppermint v. vanilla. The ultimate goal was to create one unique flavour for each city by that city, a flavour that would be served in each corresponding city alone for one day.

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