From the 360i blog:
Just like Ben & Jerry’s, cities are made of different ingredients that work together to form a unique essence. That’s why our first program on behalf of the brand is encouraging ice cream lovers from some of the nation’s biggest cities to create and name their own ice cream flavors based on the respective personalities of their stomping grounds.
Launched today, Ben & Jerry’s ‘City Churned’ campaign invites people from New York, Portland, San Francisco, Seattle and Washington D.C. to invent new flavors around the unique attributes that make up their cities – including things like public transportation, parks, landmarks, tweets, photos, traffic and, of course, the people themselves.
Why I’m Curious:
I think it’s cool to see brand blending a combination of user generated content, brand generated content, and the natural environment to impact campaigns. It’s like crowdsourcing on steroids.