Ben & Jerry’s teams up with Pedestrian, Facebook, Ooh Media and PHD to distribute free ice-creams

Ben & Jerry’s are looking to reach as many Australians as possible this Free Cone Day,  using live streaming, geo-targeting and out-of-home to encourage Australians to get a free ice cream.

Live streams of the day’s activities will feature on Ooh Media’s digital outdoor screens at universities.

Lead by PHD, the campaign aims to get 103,000 free ice creams into the hands of Australians by generating live coverage of the event across Facebook, Pedestrian and Ooh Media platforms.

The ice cream brand will use Pedestrian to generate coverage at each Ben & Jerry’s site through three Facebook live videos, which will be streamed across Queensland, New South Wales and Victoria from 2pm.

Facebook’s ‘Accelerating Boost’ product will then geo-target the streams to digital outdoor screens within 5km of Ben & Jerry’s scoop stores.

World record attempts and other activities at each store will be streamed from Facebook Live onto Ooh Media outdoor screens at universities to encourage students to get involved.

Kathryn Furnari, group business director at PHD, said the live element of the campaign “will fuel FOMO (fear of missing out).”

“We are extremely proud of the collaboration between all agencies to pull together such a smart and innovative campaign,” Furnari said.

Chris Wirasinha, Pedestrian co-founder, said: “Pedestrian’s pumped to be taking part in a live three-way with Ben & Jerry’s. The innovative approach for Free Cone Day will harness Facebook’s Live capabilities and Pedestrian’s national presence in a state versus state, mate versus mate challenge.

“Three simultaneous live streams hosted by Pedestrian editors will compete in a series of ice cream eating challenges in an attempt to break records. It’s a modern content solution perfect for smashing cones.”

Ben and Jerry’s Free Cone Day runs April 4.


  • Media Agency: PHD
  • Campaign Lead: Ben Lynch
  • Account Team: Laura Evans – Digital Director, Kathryn Furnari – Group Business Director, Bill Luu –
  • Group Trading Director, Jamie Nelson – Trading Director, Lisa Huynh – Trading Manager.

Media Partners

Pedestrian TV

  • Lucy Curtin – Senior Creative Projects Manager, Dana Feletcher – Advertising & Partnerships Manager

Ooh Media

  • Matt Winch – Account Manager, Greg Davis – Operations Development Manager


  • Chantal Penning – Client Solutions Manager ANZ

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