Our brief was to create an unconventional summer campaign that said ‘happy first day of summer’, so we thought back to when we were happy in Summer and realised it probably had a lot to do with the ice cream van.
But it was 2020, the world was on fire and our client is tech-giant Uber Eats, so we decided to bring the van into the DIGITAL ERA and have it travel the information superhighway from suburb to suburb, city to city, via the instagram feeds of influencers who lived there.
Naughty little riddles gave clues as to who the van might be visiting and the virtual van even played an 8-bit version of 'Greensleeves'.
How it worked
First, we announced on our Insta story which city our Instagram Ice Cream Van was travelling to, plus a clue as to which local influencer's page you might spot the van.
Meanwhile, the local influencer would post a picture of the van in their neighbourhood along with the promo code for the free pint in the post copy.
The first thousand Instagrammers to find the van and enter the code were treated to a free pint of their choice, delivered by Uber Eats.
Clearly, the treat was sweet enough to say thank you for!
Once the van ran out of free ice cream, it would leave the neighbourhood – travelling Australia via the internet to the next city and next local influencer's feed.
