How Ben & Jerry’s Uses Social Media to Launch a New Flavor

Imagine Ben & Jerry’s famed cow mascot Woody, storming into your office moo-ing and dancing with you while dishing out scoops of their new ice-cream flavor, Clusterfluff (yes, I know the name is quite interesting). The next thing you know, the entire office is Clusterfluffed.



As part of Clusterfluff’s launch in Singapore, the folks from RIOT brought the Cowmobile to Singapore for the first time ever. The Cowmobile will then go to specific locations based on “mooo” requests from fans on Facebook.

Over a period of 5 days (4 – 8 April), all fans needed to do was to Like Ben & Jerry’s Facebook page and “mooo” their request via a specially created application for the Cowmobile to request for a stopover at their office, school or home.

More “moos”, more chance.




In just 5 days, 784 requests were made and the amount of Facebook Likes increased by more than 28% (1,412). Twitter followers increased by over 15% (155) with 186 mentions and re-tweets. The Cowmobile went to 31 different locations and gave out a total of 5,960 free scoops of Clusterfluff.

Riding on that momentum, Ben & Jerry’s 12 of April Free Cone Day resulted in an additional 592 Likes on Facebook and 270 mentions and re-tweets on Twitter. The massive amount of re-tweets propelled the Free Cone Day message to appear as a Top Tweet on Twitter’s homepage.



The Free Cone Day came with a good cause as members of the public were encouraged to donate their dime for the Dyslexia Association of Singapore (DAS). A total of over $14,000 was collected that day.

Based on RIOT’s statistics, for the campaign month of April vs March, Ben & Jerry experienced an
•Increase of 912% in new Facebook likes
•Over 446,000 impressions (+552%)
•+1490% in post feedback
•+486 Twitter followers