Ben & Jerry's: It's a Flipped Out World

Challenge

Introduce readers to Ben & Jerry's new Flipped Out ice cream concept by making a splash at launch.
Increase engagement and drive traffic to Flipped Out.

A custom microsite featured individuals who were accomplishing something outstanding and flipping the world upside down with their actions.
Readers were encouraged to share a story about themselves or someone they knew who was doing something to flip the world upside down.
One lucky winner received prize money to help him/her continue the good work.
Custom banners drove readers to the microsite to browse product information, view submissions, and learn more about the winner.
Send-to-a-friend functionality enhanced the viralness of the campaign.