Mobile Technologies : Adding More Value to Print

In 2010, the ice cream maven unveiled its “Moo Vision,” which encouraged—and rewarded—consumers who scanned the lids from one of four flavors and unlocked its 3D experience. The idea was for a campaign underscoring that many of its ingredients emanate from small, family farms.

By downloading Ben & Jerry’s official iPhone app (and unleashing the power of Moo Vision), users can view different virtual dioramas of small, family farms that provide the ingredients. The 3D world can be viewed at different vantage points simply by moving the phone around the lid. Consumers who unlocked all four of the flavors were rewarded with Ben & Jerry’s iPhone background image wallpaper.