baskin robbins

mobile app concept

My final course at UGA was a semester-long group project to create an ad campaign for Baskin Robbins, which we ultimately presented for an ad agency based in Atlanta that creates a bulk of the company's advertising. The project included market research, creative concepts, and media planning, and I worked as art director for the team. Our campaign centered around creating a relationship among consumers and the brand, so we personified the flavors into game characters. I designed concepts for billboards, Snapchat filters, and a microsite to promote the summer-long campaign, as well as a mobile app to launch a loyalty program to encourage new flavor adoption.

research

We conducted secondary research to understand the competitors in the marketplace and primary research to inform us on how users like to interact with the brand, the product, and the ice cream shop experience. A survey we conducted revealed that people like to try new ice cream flavors (69% don't order the same flavor every time), yet 74% of them didn't know that Baskin Robbins releases a new flavor each month. 

design

The mobile app was intended to create brand engagement and keep the Baskin Robbins brand top of mind for consumers.

Users could scan the app when making a purchase. If that purchase was a flavor they had not tried before, it would unlock a new character personifying that flavor in the game. As they played the game, users would earn coupons for their next visit. Beyond the game-based loyalty program, users could download and install icecreamojis, a custom set of Baskin Robbins emojis.