Posted August 5, 2013 2:30 pm by with 1 comment

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62528-Violin-Cello-originalHäagen-Dazs just released a new marketing app that is so crazy, it’s pure genius.

The app was developed to encourage people to allow their Häagen-Dazs ice cream, gelato, sorbet or frozen yogurt to temper before eating. For those who don’t speak gourmet ice cream, that means that the product tastes better when it’s had a chance to sit and soften a little. Two minutes is the exact time it needs to allow the flavors to fully bloom.

Since waiting to eat ice cream is hard, Häagen-Dazs has prepared two minutes of entertainment to keep you amused while the seconds drag by. And not just any entertainment – when you aim your mobile phone at a Häagen-Dazs carton, you’ll get a 3-D classical concerto.

Really. The  Häagen-Dazs Concerto Timer app uses 3D Kinect technology and video data to deliver an augmented reality experience. The first carton delivers a violinist playing Bach Inventions No. 14. If you take a second carton out of the freezer, you can add a cellist to the orchestra and the two will sync up and play together.

That’s insane. I want to go out and by two quarts of Häagen-Dazs right now just to see this work. Which is, of course, part of the plan.

If that’s not incentive enough, for every app that is downloaded Häagen-Dazs will donate $5 to honey bee research at the University of California Davis for a total donation up to $75,000. The company says, “honey bee colonies – which are responsible for one third of the world’s food supply — are dying at an alarming rate, posing a serious risk to our natural food supply, including many of the ingredients that define Häagen-Dazs ice cream.”

Credit where it’s due:

Developed by creative agency Goodby Silverstein & Partners and digital production company JAM3, the Häagen-Dazs Concerto Timer app is now available for download in the iTunes App Store.

I think this is brilliant use of the current technology. It’s not only a great talking point, it also reinforces the classic luxury of the brand and helps the consumer have a better brand experience. That’s a win-win-win – all day long.