Ben & Jerry's Ice Cream Giveaway Robot Fun

How can gaming techniques be applied to traditional campaigns? The Game Beyond worked on the launch of Ben & Jerry’s fair-trade products in the Netherlands. to promote the new 'Fairly Nuts' ice cream to the Dutch market,  a movement of giving was developed. We called it, 'The Givolution', One of the questions was how can we transform the standard 'buy one get one free' promotion to something closer to the “Givolution”?
Solution:
A “Giving Robot” was developed to let Ben & Jerry’s ice cream customers give an ice-cream to a stranger with the barcode and a website. Customers could control who they gave their ice cream to remotely via a webcam, which interfaced with a machine that was placed at the bottom of escalators at various train stations and shopping malls around Holland.

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