“A gourmet and unusual cinema experience” - Häagen-Dazs organizes the first ciné-karoké
- Juliette Delquignies
- Sep 27, 2021
- 2 min read
Updated: Nov 29, 2021
How would you feel about eating ice-creams with friends, while watching a movie and singing “Dancing Queen” on a boat in Paris, after more than a year into the COVID-19 crisis?
What is the concept?
On the 21st of June 2021 (“Fête de la musique” day) Häagen-Dazs invited 130 persons to the first ciné-karaoké on water in Paris.
After a random draw, the lucky 130 participants have embarked on board of 30 boats on the Seine to watch the movie that bring together generations in a convivial spirit: the musical Mamma Mia! People were provided with screens on the boat to read the lyrics of the songs and microphones, and of course, with Häagen-Dazs ice creams!
It was the second edition of the “cinema sur l’eau” (cinema on the water) for the brand. In 2020, it launched the Paris-Plage 2020 edition, an event organized by the city of Paris since 2002 which host leisure activities over the summer.
How Häagen-Dazs benefited from the event?
In today’s competitive world, companies must be very innovative when it comes to promote their products, and Häagen-Dazs have found an interesting way to do it.
First, the media coverage before the event has been very successful. Indeed, it has been promoted by MK2 (production, distribution and international sales of films, and operation of cinemas company), Ville de Paris (the city of Paris), but also in the press by 20 minutes, and on TV by France TV, among others.
Also, the concept of picking randomly 130 participants to participate to the event for free was an efficient way to attract people. As a matter of fact, more than 70 thousand persons registered to the random draw.
The event has also been a great success on social networks with the hashtags #LECINEMASURLEAU and #DONTHOLDBACK.
After the event, there were around 450 press coverage in more than 20 countries on various medias. It included Forbes, BFM TV, Aljazeera, France 2, France 24, vogue, CNews.
Häagen-Dazs succeeded in developing a smart event branding strategy with the following key goals:
First, this event has increased brand awareness. This memorable unique event that took place after months of lockdown has been advertised a lot on many different channels (social networks, TV, newspaper, …)
Second, this event had an objective of drive sales. By giving away ice-creams, they encouraged people to taste the product and attracted new clients.
Finally, such events build engagement. With this creative event branding, Haagen-Dazs kept people engaged. Making your brand fun is what makes it unforgettable.
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