Haagen-Dazs has launched a “Concerto Timer” app that entertains brand fans while they wait for the two minutes needed to let their Haagen-Dazs ice cream soften slightly (or “temper”), to reach its full consistency and flavor.
Impatient eaters who are ready to dig into their cartons of Haagen-Dazs even if the ice cream’s still hard enough to warp a spoon now have a little musical buddy to soothe their hungry souls. The brand’s new Concerto timer appemploys the generally poorly utilized tech of AR, but in a delightful, useful way. Aim your phone at a container of the ice cream and it will summon a violin-concerto playing muse, who will perform a tune for the two-minutes it takes for Haagen-Dazs to soften to prime devouring consistency. Apparently, this is the first iOS mobile AR app that integrates 3D Kinect technology and video data.
Why Am I Curious?
While I think it is up there in the list of relatively less useful apps from brands list, it is kind of delightful at the same time, and after all the app store is kind of a junk drawer at this point. The app itself solves somewhat off a non-problem or something that consumers did not really perceive to be an issue but i think it is kind of brilliant in how the brand tries to infuse itself into every second of brand experience while reinforcing its image of a classy ice-cream connoisseur.