Free Scoop Night

Challenge

Baskin-Robbins needed to create awareness and hype leading up to its Free Scoop Night, a campaign organised in conjunction with its 72nd anniversary as well as Malaysia’s wins in the 2017 Kuala Lumpur SEA Games.

Solution

We created a full-fledged integrated media campaign, involving on-ground activation and social media platforms Facebook and Instagram. Using the abbreviation “OMG” with a Malaysian spin (e.g. Oh Malaysiaku Gemilang, Ong Mali Goal), we denoted excitement in all of Baskin-Robbins’ social media collaterals, which was also reflected in on-ground and in-store materials. From start to finish, we covered the event with reminder posts, updates, and coverage videos. The result was a sweet success of over 100,000 people getting their free scoops across 123 outlets.