Always wanted to jump in a pool full of ice-cream sprinkles? – now you can. A deep dive into Museum of Icecream’s successful experiential marketing campaign.
Museum of Ice-cream is everything you dreamed of as a kid - and the brand playfully triggers that childhood memory in you, to create an immersive experience that promotes its ice-cream brand BIG time.
PopUp Experiences
The Museum of Ice Cream started with its first location in New York and soon followed by more in Miami, Los Angeles and San Francisco, it now has seen over 1 million visitors — and a social media following of more than 300,000. It travels throughout the US with Pop-Up experiences that are filled with colorful, sensory-driven installations that encourage customers to interact with both the physical space and the staff.
The locations are all a bubblegum pink color — from the floors to the tiled walls to the pool floats, which lie casually around, leaving the surface of the water undisturbed. Except it’s not water — and this isn’t a pool. Well, it’s not a swimming pool in the traditional sense of the word.
Childhood dream
It’s the dream child of Maryellis Bunn, co-founder of the Museum of Ice Cream, who “always dreamt of the ocean being filled with sprinkles she could swim in,” Head of Retail Trina Chan said to RetailDive.
Building momentum
Building momentum with limited time open and ticket sales the MOIC builds a crowd. Its latest taste on the menu is The Pint Shop – an interactive grocery shopping destination, complete with immersive installations, a reservation-only tasting experience and the debut of Museum of Ice Cream’s very own ice cream line.
And now Museum of Ice Cream Is Coming to Target’s Kids’ Department, Freezer Aisles and More…
The partnership includes a pastel-hued, endlessly fun Art Class collection—and so much more! Launching in stores and online on June 3, the collection will highlight Museum of Ice Cream’s signature playful aesthetic brought to life across an apparel and accessories collection in summery prints, patterns and colors. We’re talking gummy bear graphic tees, banana-patterned separates, pastel roller skates and beyond!
Playful Spaces
Museum of Ice-cream is added by the Playful Spaces community. Hungry for more? Be sure to follow them in you Map Your City app and show some love by hitting the ❤. Are there playful spaces you would like to map and make this community aware of? Playful Spaces is an open community for professionals in the design, archi, travel and experiential marketing space. Want to join? Simply request to be invited.
Now take a dive into that pool, buy that ice-cream or book a tasting or workshop and give your kid (and yourself) a great experience or – when you are in retail, watch and learn…
Take-away for place marketers
Here’s one take-away for all place marketers. Immersive experiences like the Museum of Ice Cream have the potential to significantly influence destination marketing. By offering these unique and interactive experiences, destinations can differentiate themselves from others and create a buzz that draws in visitors from around the world. Remember – you heard it here first.
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