News

Ben & Jerry's Scoop Truck route determined by Twitter

April 18, 2012

From now through May 18, the Ben & Jerry's Scoop Truck will tour Los Angeles, stopping at local businesses, non-profits and community events based on where the chain's Twitter fans request its presence.

"Traditionally, when companies sample their product they stay at one spot, serve tiny little samples, and hope that consumers can find them," said Jay Curley, integrated marketing manager at Ben & Jerry's. "This truck tour instills the Ben & Jerry's values and reverses that way of thinking by asking our fans where they want us to go, then we deliver with full scoops of our newest flavors. It's really a fantastic way to connect with our fans one-on-one and deliver an experience you can't get anywhere else."

The truck will feature this year's new Greek Frozen Yogurt line-up, which includes:

• Strawberry Shortcake: Strawberry Greek frozen yogurt with shortbread pieces;
• Raspberry Fudge Chunk:Raspberry Greek frozen yogurt with fudge chunks;
• Banana Peanut Butter: Banana Greek frozen yogurt with peanut buttery swirls; and
• Blueberry Vanilla Graham:Blueberry and vanilla Greek frozen yogurts with graham cracker swirls

Fans can follow the truck and request it to make a stop via Twitter @BenJerrysWest or check out www.facebook.com/benjerry.

Los Angeles is the first stop on the West Coast truck's tour. It will later be stopping by San Francisco, Portland, Ore., and Seattle.

Ben & Jerry's also has an East Coast Scoop Truck that is currently touring Washington, D.C., through May 11. It also will offer the chain's new Greek frozen yogurt and will respond to Twitter requests @BenJerrysTruck.

Read more about social media marketing.