Hershey’s Screaming Ice Cream Machine

The campaign sees consumers screaming at the top of their lungs to get a free Hershey’s ice cream cone. The digital board utilises sound technology to react to the decibels in a scream, turning a plain vanilla cone into a Hershey’s chocolate one.

The campaign launched on the same day that masks in Singapore became optional at public settings, According to Sharim Gubbels, Leo Burnett Singapore’s executive creative director, “Screaming for ice cream is a cathartic response to our inability to express our emotions behind masks during the pandemic and what better way to do it than for a free ice cream?”

The free ice cream activation ran from August 29th to August 31st at Funan Mall in Singapore and provided 1200 free ice creams to literal screaming fans. The brand is also currently rolling out a Pickachu campaign which has made news for Singaporeans. The stands are already placed in several outlets.

[Source: https://www.marketing-interactive.com]