Local ice cream heroes
Every year, on 9th April, Ben & Jerry’s celebrates the opening of their first business by giving away free ice-cream for the whole day. To celebrate in the Netherlands this year, the brand asked people to vote for their local heroes via a social media campaign.
Fans were asked, “Who deserves a Free Cone Day?” and answered by logging onto the Facebook app and pinpointing their local heroes on a map. These virtual pins then became real-life pins to be “potential Free Cone Day locations’ and reminders for people to vote.
In each of the Netherlands’ 12 regions, three local heroes were chosen based on their good works and popularity. Including a woman who, for the last 30 years, wakes up every three hours to feed neglected and abandoned kittens. Probably not on ice-cream though…