Good Humor is an American ice cream brand best known for its eponymous chocolate-covered ice cream bars, which are sold both in stores and via ice cream trucks. They also offer other flavors such as strawberry shortcake and chocolate eclair, as well as ice cream sandwiches, ice cream cones, and other treats. Don Jagoda Associates (DJA) and their client, Unilever and their American ice cream division, Good Humor-Breyers, partnered with 3 tier logic to launch their regional ‘Good Humor Ice Cream’ SMS gift with purchase and sweepstakes promotion, exclusive to consumers in New York City, Boston, Washington, and Miami.

Program Objectives

• Drive product purchasing

• Increase brand awareness

• Build brand loyalty

• Capture consumer data

Strategy

3 tier logic used PLATFORM³ to create an SMS project for Unilever’s ‘Good Humor Ice Cream’ gift with purchase and sweepstakes promotion, leveraging the following modules:

• Contests and Promotions

• SMS Shortcode Phone Number

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase $20 worth of qualifying Good Humor products from participating retailers, they are eligible to receive a $5 digital reward. The first 1,000 consumers were also eligible to receive a sweepstakes entry for a chance to win free ice cream. Consumers were to text a picture of their receipt, as well as their city-specific promotion keyword (i.e. ‘GOODHUMORLOVESNYC’, ‘GOODHUMORLOVESBOSTON’, ‘GOODHUMORLOVESDC’, or ‘GOODHUMORLOVESMIAMI’), to the shortcode 47056. Then, they receive an SMS message asking to confirm their birthday. Once their purchase has been validated, customers receive their $5 digital reward and instructions on how to redeem it, while the first 1,000 consumers also receive a message confirming their sweepstakes entry. At the end of the promotion, 3 tier logic generated a random draw to select the sweepstakes winners and Don Jagoda Associates procured and fulfilled the prizes.

Through PLATFORM³, Unilever was able to collect data on their consumers’ purchasing behavior. The Data Capture & Analytics module provides insights into users’ shopping habits over the course of the promotion. Unilever is able to use this data to make informed business decisions for future promotions and continue to drive sales, engagement, and customer loyalty.