BURLINGTON, Vt. - (BUSINESS WIRE) - Ben & Jerry's is known as much for the passion of its fans as it is for its creative ice cream concoctions and progressive values. Social media has provided Ben & Jerry's a platform to personally engage with their passionate fans, giving ice cream lovers new ways to connect with the company. Instagram, while only two years old, has already proven to be a popular platform for lovers of Ben & Jerry's. The company has over 120,000 Instagram followers who now "like" its photos almost 5000 times per day, making for over 1 million photo "likes" in total. It is fan engagement like this that inspired Ben & Jerry's to launch a new global program this week called Capture Euphoria. The program turns the attention onto the fans' own photos so that Ben & Jerry's can return some of their love in a way that is both very individual and also very public.
When Ben and Jerry first started making ice cream almost 35 years ago, they chose the word “euphoric” to best describe their fans’ experience. So, it makes perfect sense that the ice cream maker will ask fans to tag their photos with“#captureeuphoria” in this contest. These photos will then be featured in ads as a way to thank the photographer for being part of the company’s Instagram community. The ads will run in the photographer-fans’ local neighborhoods, celebrating them – and their online photos – within their own off-line communities. All the tagged images will appear in a photo gallery at captureeuphopria.benjerry.com.
To mark the program's official kick-off, Ben & Jerry's has already selected its first Capture Euphoria fan photos. The winners’ reactions to seeing their photos as Ben & Jerry’s ads were filmed, and can be seen here. Approximately 20 fans between the months of November and January will also have their photos on display as “thank you” ads. The Capture Euphoria program is running in countries around the world.
"Our company has one of the most active and dedicated fan bases out there, and this program is not only a show of our gratitude, but a very public celebration of those fans who continue to show love and support for both our product and for what we stand for as a company," says Michael Hayes, Assistant Digital Marketing Manager at Ben & Jerry's. "Instagram has been a great creative platform for us and for our fans and we have already seen an unbelievable response through our existing #FanFotoFriday program. Capture Euphoria is taking things to the next level, and we can't wait celebrate our fans in this very fun and public way."
Ben & Jerry’s produces a wide variety of super-premium ice cream and ice cream novelties, using high-quality ingredients including milk and cream from family farmers who do not treat their cows with the synthetic hormone rBGH. The company states its position on rBGH* on its labels. Ben and Jerry’s products are distributed nationwide and in selected foreign countries in supermarkets, grocery stores, convenience stores, franchise Ben & Jerry’s Scoop Shops, restaurants and other venues. Ben & Jerry’s, a Vermont corporation and wholly-owned subsidiary of Unilever, operates its business on a three-part Mission Statement emphasizing product quality, economic reward and a commitment to the community. Contributions made via the employee-led Ben & Jerry’s Foundation in 2011 totaled $1.98 million. Additionally, the company makes significant product donations to community groups and nonprofits both in Vermont and across the nation. The purpose of Ben & Jerry’s philanthropy is to support the founding values of the company: economic and social justice, environmental restoration and peace through understanding, and to support our Vermont communities. For the full scoop on all Ben & Jerry’s Scoop Shop locations and fabulous flavors, visit www.benjerry.com.
* The FDA has said no significant difference has been shown and no test can now distinguish between milk from rBGH treated cows and untreated cows. Not all the suppliers of our other ingredients can promise that the milk they use comes from untreated cows.
Ben & Jerry’s
Assistant Manager of PR Shenanigans