Adrian Awards 2023
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Museum of Ice Cream (MOIC), a Figure8 brand, is a global lifestyle company recognized for designing award-winning, multi-sensory experiential exhibits. MOIC has welcomed millions of visitors to its fully immersive, interactive spaces that create connection through imagination, play, and the universal love of ice cream. With locations in Austin, Chicago, New York City, and Singapore and more on the way, MOIC remains a pioneer in the experience-first industry, continuing to develop unique concepts that provoke wonder and creativity. MOIC is designed to inspire imagination and play, helping to rediscover the kid in us all. RHC was retained to handle all of the brand's attractions and new openings, including National Ice Cream Day in July 2023.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
In celebration of National Ice Cream Day on Sunday, July 16, 2023, RHC planned and executed four, multi-day events in New York, Austin, Chicago, and Singapore. Each location partnered with an ice cream brand to invite guests to indulge in a delectable day of frozen treats, entertainment, giveaways, and pure joy. The activations provided a platform for globally recognized brands, such as Dove, regional favorites, like Friendly’s and Blue Bell, and smaller, minority-owned brands, like Chicago’s Ida’s Artisan Ice Cream, to engage with consumers on a level that would be hard to achieve on their own. New York’s two-day event was held in partnership with Friendly’s at the West Side’s most popular gathering place, Hudson Yards Public Square and Gardens, with 100,000 guests jumping into MOIC’s iconic sprinkle pool and enjoying 20,000 scoops of ice cream. In Chicago, MOIC partnered with Ida’s Artisan Ice Cream, Dove Ice Cream, and CIM Group to bring a pop-up sprinkle pool to Pioneer Court, the most prominent plaza in the city, for a full day of family fun where more than 33,000 guests enjoyed the activation.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
To kick off MOIC’s Ice Cream Truck’s summer residency, the team set up on Austin’s South Congress Ave, the center of Austin’s vibrant lifestyle district, to serve up free ice cream to 8,000 guests over two whole days. Over in Singapore, supported by the Singapore Tourism Board, MOIC brought Asia’s largest sprinkle pool to Plaza Singapura for a full weekend activation that welcomed 27,000 guests. Overall, MOIC served over 200,000 people worldwide during the celebrations, providing a space for both kids and adults to enjoy ice cream and the present, connecting with both strangers and loved ones. The innovative team behind the Museum of Ice Cream consistently proves any product as simple as ice cream can be turned into a full, immersive experience. Because of the National Ice Cream Day success, as part of MOIC Cares initiative, the company has worked with a number of organizations to give children and families free entrance to MOIC, make donations, and much more. Through the program, MOIC New York and Chicago recently hosted groups of children from The Sunshine Kids Foundation, a non-profit organization dedicated to children with cancer. Other organizations have included Make-A-Wish, Junior Council in Chicago, American Red Cross of the Quad Cities & West Central Illinois, and the Special Olympics. Co-founders Maryellis and Manish make an effort to give back to all of the Museum of Ice Cream’s communities, donating to schools and charities through silent donations. They strive to live out the Museum of Ice Cream’s mission by providing connections to people on a consistent basis and carrying this through their communities.
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Entry Title
Museum of Ice Cream Has the Scoop on National Ice Cream Day
Integrated Campaign - Broadcast Integration
Integrated Campaign
Entry Award: