Ben & Jerry’s, the company celebrated as much for its grass roots social activism as its wide variety of super premium ice cream, is getting the word out about two new flavors in a brand new way — by holding a live online public event using Communities.com’s The Palace Arena software.
Communities.com will host the real-time interactive discussion between Ben and Jerry’s flavor developers and the company’s loyal fans on Thursday, April 13, at 5 p.m. (PST). At the event, which can be accessed from the Ben & Jerry’s Web site (www.benjerry.com) or The Palace Web site (www.thepalace.com), participants will be able to learn about the new flavors, share thoughts and ideas with others and ask questions of the R&D team in a graphically rich environment reminiscent of Ben & Jerry’s colorful Web site. To extend the company brand directly to the fans, participants will be able to appear in the Ben & Jerry’s Palace as graphical representations of the company’s famous cartoon cows.
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“We are excited to develop and host this innovative online marketing event for Ben & Jerry’s, which has been a pioneer in creatively using the Web to reach its fans,” said Kellie Krug, vice president of marketing at Communities.com. “As fans become more Web savvy, live interactive events such as those we create with The Palace Arena software are becoming an effective way for companies to introduce new products and convey important information in personal and dynamic ways.”
Ben & Jerry’s already uses the Internet as one of its primary marketing tools, providing extensive information on the company’s products and social causes at its Web site, enabling fans to buy products directly from the site and offering a “Chunk Mail” email newsletter that keeps more than 15,000 fans updated on what’s new at the company. In advance of The Palace Arena event, Ben & Jerry’s will promote the event through the Chunk Mail newsletter.
“Whether it’s getting the word out about banning landmines or posting information about our latest and greatest new flavors, we believe the Web offers a great grass-roots method of connecting with our fans,” said Joe Wilkins, Ben & Jerry’s designated “Webhead.” “Hosting this Palace Arena event with Communities.com is not only a fun way to introduce our new product, it also provides us with a new means of leveraging our online marketing initiatives and further extending our brand to build fan loyalty.”
Introducing new flavors is an essential element of Ben & Jerry’s marketing strategy. Fans wait anxiously for the next unusual mix of flavors and creative combinations, which boast intriguing names and flavor combinations such as Monkey Wrench(TM), a banana ice cream and peanut butter ice cream mix packed with fudge chunks, walnuts and peanut butter cups.
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By GlobalDataAfter they learn about the two new flavors at The Palace Arena event, fans will be able to taste the new ice cream for free at any Ben & Jerry’s store on April 18.
About Communities.com
Communities.com is building the first real-time, interactive rich media network by packaging content, audience, advertising and e-commerce. The company partners with content providers to create an enhanced sense of place and permanence that uniquely enriches the community experience. Communities.com furnishes content partners with its easy-to-use, easy-to-implement tools, including The Palace rich media interactive communications software and OnLive! multi-voice communications technology, to create and grow the Internet’s most-compelling communities. Communities.com’s content partners include Redherring.com, MXG Media, Garbage, ZDTV, Artisan Entertainment’s The Blair Witch Project, Comedy Central, the SciFi Channel, Flirt.com and TCI.net. Recent Palace-powered celebrity sessions include live interactive events centered around The Sundance Film Festival, Nsync’s album release with Sweet16.com, and Jim Breyer’s Q&A with Redherring.com. The Palace Web site was recognized by PC Magazine as one of the Top 100 Web Sites in 1999.
Located in Cupertino, Calif., Communities.com is privately held with investments from individuals and companies that include Michael Crichton, Helix Investments, Creative Labs, Softbank Investment Partners and agincourt partners LLC.
About Ben & Jerry’s
Ben & Jerry’s produces super premium ice cream, ice cream novelties, low fat ice cream, low fat and non fat frozen yogurt, and sorbet using Vermont dairy products, Vermont spring water, and high quality natural ingredients. Ben & Jerry’s products are distributed nationwide and in selected foreign countries in supermarkets, grocery stores, convenience stores, scoop shops, restaurants and other venues.
Ben & Jerry’s operates its business on a three-part mission statement emphasizing product quality, profitable growth and a commitment to the community. Ben & Jerry’s gives 7.5% of its pre-tax profits back to philanthropic and non-profit activities.
