Facebook is the largest and fastest-growing social network, and is becoming an ever more important communication platform – and a very exciting one in terms of dialogue between brands and target groups. Since the beginning of 2010, Facebook members in Germany (http://www.facebook.com/benjerry.de), Austria (http://www.facebook.com/benjerry.at) and Switzerland (http://www.facebook.com/benjerry.ch) and at the newly opened Ben & Jerry’s “cowmunity” can become fans of the ice cream brand with the slogan ‘Peace, Love & Ice Cream!’ On Facebook you can find out all about the brand first-hand and about delicious new ice cream varieties, too. The manufacturer is also offering a constantly changing series of entertaining promotions for its fans on the site. For example, there are 25 ice cream parties to be won, marking the launch of the fan page. Anyone who becomes a fan of Ben & Jerry’s on Facebook is automatically entered into the draw. Successful invitations to friends are also counted as additional entries into the draw, giving you an even better chance of winning. This produces a viral effect that will keep the number of fans and the popularity of the site growing steadily. Other attractive promotions are to follow, keeping Ben & Jerry’s fans entertained and thinking about ice cream.
The Facebook presence for Ben & Jerry’s was completely designed and implemented by Medienwerft, which thus demonstrates its expertise in social media marketing. “A Facebook presence is an optimal platform for a brand like Ben & Jerry’s to enter into dialog with the target group even more directly. Important for success is a corporate design-compliant implementation, as well as entertaining content and promotions,” says Frank Meier, managing director of Medienwerft. Apart from the contents and the optics of the Facebook appearance the agency cares also for the cross-linking of the Facebook side with the Ben & Jerry’s homepage for Germany (www.benjerry.de), Austria (www.benjerry.at), and Switzerland (www.benjerry.ch), which was likewise already successfully conceived and realized by the Hamburger.