Häagen-Dazs unveils new IG filter to appeal to younger consumers amid new pop-up launch

Häagen-Dazs is releasing an Instagram filter for Hong Kong users that will predict consumers' favourite macaron ice cream flavours, to appeal to younger consumers, along with its launch of the “A Spoonful of Macaron” pop-up event.

In a conversation with MARKETING-INTERACTIVE, a spokesperson of Häagen-Dazs said the IG filter is used as one of the tactics to engage with the younger segment as they are seen as the heavy users of Instagram. The IG filter will be available until 30 June. 

Users can simply upload a shot with the filter onto their Instagram story and tag @haagendaz_hong_kong and hashtag #ASpoonfulofMacaron, to receive a limited-time coupon to purchase the macaron ice cream pint or Macaron Strawberry and Raspberry Ice Cream Stickbar. They can also earn a chance to win prizes including free tickets to Paris.

As for the pop-up event, which is available until 18 June, MOKO mall is transformed into a romantic French town featuring four interactive zones including Tower de France; The Interactive French Feast; L’ Amour de Paris and Häagen-Dazs Pâtisserie.

The five-meter-tall Tower de France allows consumers to get immersed in a romantic light show. The Interactive French Feast zone is characterised by a pink bistro that embodies French elegance. At the centre of the bistro sits a touch-screen dining table that displays fascinating visual effects when a macaron ice cream cup lands on it. At the end of the experience, customers will receive an e-coupon to purchase the macaron ice cream range at a discount.

The L’ Amour de Paris features a giant wall accented by immersive technology and light projections, of which the wall will display consumers’ names and messages for their loved ones.

In terms of mediums of promotion, the campaign is rolled out on social media, bus stop displays, digital panels, amongst others.

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