Ben & Jerry’s ‘City Churned‘ campaign is letting fans around the U.S. decide what their city’s ice cream flavor will be by crowdsourcing locally inspired flavors. It is kicking off in five markets: Washington, D.C., San Francisco, New York, Portland and Seattle.
Each will have its own microsite to track real-time votes from the motions and residents. Over the course of several weeks, Ben & Jerry’s will keep tabs on the activities of each city by means of public transport, tweets, traffic, landmarks, and its people, to create and name the city-inspired Ben & Jerry’s flavors.
In D.C., Ben & Jerry’s tracked joggers to help decide between the ingredients peppermint and marshmallow, with northbound jogging traffic along the Potomac as votes for marshmallow and southbound joggers as votes for peppermint.
In New York, on-time subway trains will count as votes for either waffle cone pieces or Spoonable Caramel, depending on the subway line. In Seattle, support for Fairtrade Chocolate or Fairtrade Vanilla will be determined by the number of plaid vs. plain shirts filmed on the streets.
Fans who aren’t present at the filming locations can vote online and submit their ideas for the flavor name. The campaign will conclude with a community event in each city where the flavor will be tasted and celebrated by the local fans that helped develop it.
To ensure that the ‘City Churned’ flavors are a tribute to the cities, Ben & Jerry’s is partnering with local businesses to source the ingredients, including Divine Chocolate, Route 11 Chips, Sixpoint Brewery, Spoonable Caramel, Liddabit Sweets, TCHO Chocolate, Kika’s Treats, Rogue Ales, Portland Roasting Coffee, Theo Chocolates and Caffé Vita. You can learn more about the campaign in the videos below: