Key Takeaways

• Häagen-Dazs wanted to create a truly memorable summer for Londoners.
• Partnering with Time Out they created ‘Movies on the River’ screenings with Häagen-Dazs deeply integrated into the experience.
• 62% of respondents were likely or very likely to buy Häagen-Dazs after coming to the event.

One page summary

The Challenge

Häagen-Dazs was looking for a partner to create a truly memorable summer for Londoners – the ‘Summer of Summers’. They wanted to align with a partner brand with expert film credentials who were able to give Londoners incredible experiences.

The Plan/Execution

Time Out was chosen as they had the reach, the platforms, and the expertise to create something truly special. The result: Movies on the River in partnership with Häagen Dazs, a month-long series of sunset screenings curated by Time Out’s film editor, Phil de Semlyen, against the beautiful backdrop of Tower Bridge on the River Thames.

Time Out chartered a luxury City Cruises boat for the entirety of August, with five screenings a week. The boat was wrapped in co-branded vinyls and a bespoke Häagen-Dazs ice cream bar was created on the upper deck where the screenings took place.

A supporting media campaign ran throughout the summer to sell tickets. A curated line-up of films included classics like Dirty Dancing and Grease, and newer blockbusters like Top Gun Maverick and Little Women, all selected to give guests the ultimate feel-good summer vibe. Each event included a 30-minute Thames cruise through central London, before a screening moored by Tower Bridge. This provided guests a unique way to experience the capital and enjoy top-notch cinema.

As headline partner, Häagen-Dazs was deeply integrated into the experience. All guests received a Häagen-Dazs mini cup on arrival, with more ice cream available to buy during the film. Guests wrapped up warm with a burgundy branded blanket and used branded headphones.

Results

• 2,595 tickets were sold
• 81% sell-through rate
• 90% attendance (attendees vs tickets + guestlist)
• 2849 ice creams were distributed

What guests thought:

• 83% liked or loved the event.
• 62% of respondents were likely or very likely to buy Häagen-Dazs after coming to the event.
• 43% called out Häagen-Dazs as an element of the event they loved.

Comments from guests included “Truly amazing event” and “It was lovely and joyful. We’ll definitely book another one”.