Ben & Jerry's Launches Late Night Snack

Brand Marketing

OVERVIEW	On March 2, 2011, Ben & Jerry’s newest celebrity-inspired, Fair Trade flavor, Late Night Snack, launched on “Late Night with Jimmy Fallon.” Cone, working with Ben & Jerry’s, “Late Night with Jimmy Fallon,” and NBC, planned a top-secret media event and exclusive Associated Press (AP) story.
PROGRAM ELEMENTS	Cone created a traditional media campaign around the “Late Night with Jimmy Fallon” national announcement, inviting media to a tasting prior to the launch, coordinating an Associated Press story to hit the newswires at the moment of the press announcement, and following up with ice cream deliveries to select media outlets post-launch. Cone also leveraged social media, Jimmy Fallon and an appearance on “The Colbert Report” to generate buzz.
RESULTS	Extensive media coverage included: Exclusive story with Associated Press picked up by more than 40 outlets 24.6 million impressions from broadcast coverage on local NBC, ABC, CBS and Fox affiliates and product mentions on “Late Night with Jimmy Fallon,” “The Colbert Report,” “The Today Show,” and “The Martha Stewart Show” 190.4 million impressions from print and online placements with People Magazine, US Weekly, Entertainment Weekly, Food & Wine (July Issue), E! Online, PerezHilton.com, TMZ-TV and numerous other outlets In total, PR efforts reached more than 215 million consumers in 339 placements

OVERVIEW