As part of our summer internship at 22sqaured in Tampa, Florida, our intern team was tasked with creating an integrated campaign for current 22squared client, Baskin Robbins. The campaign objective was to create a promotional campaign with a $2M budget, to run in the Summer of 2013. Our goal was to refresh the target's perception of the brand in order to add relevance and drive both frequency and use. The outlined target was younger females, ages 18-24, primarily in the southeast region of the United States. 

Louie Zuniga: Creative/Art Direction
Emma Green: Creative/Copywriting
Krista West: Media Planning
Natalie Weiffenbach: Campaign Management
Sara Miller: Brand Planning
Caitlyn Conte: Media Planning 

In order to introduce a fresh brand voice and breathe new life into Baskin Robbins, we created a full-fledged campaign that included everything from ambient to digital, social to experiential. The result was "Bask In The Unexpected," a campaign that not only celebrated life's surprises, but created them.

We would kick off the campaign with the experiential "Bask In The Unexpected Ice Cream Machine." What makes our ice cream machine so unique? Bystanders have to act out certain commands in order to win their flavor of ice cream. The acts are done charade-style, and correspond to a specific  flavor (ex. "Best lion impression" gets you Cotton Candy flavor, while "Air Guitar Impression" gets you Rock 'n Pop Swirl.)

The campaign will continue with ambient advertising setups around town, including mock diving boards near fountains and foam wrenches on fire hydrants. The installations are meant to promote spontaneity and represent another of the Baskin Robbins flavors. (The fire hydrant represents Baskin Robbins "Wild n' Reckless" flavor, while the fountain is meant to be "Splish Splash.") 

In order to promote conversation and user generated content, Basking Robbins will introduce a "#baskintheunexpected" hashtag, which users can use on Twitter and Instagram to post/tag anything surprising in their day-to-day. Everything from an unusual ice cream flavor to odd moments caught on camera can be submitted, creating a collection of fun photos for our target to explore and share. As part of a Baskin Robbins contest, content that best represents a key flavor will be entered to win a suiting prize package. For example:

Baskin Robbins will continue the campaign though online takeovers. Pandora will feature a "Bask In The Unexpected" ad and widget, encouraging music listeners to try something new and outside their normal playlist choices. Key Pandora stations such as "Top 40" and today's mainstream "Pop Hits" will be targeted specifically with the widget.

Website takeovers will include this interactive banner. To promote the "unexpected" theme, the Bask In The Unexpected web banner will let users decorate and embellish whichever page the banner appears on. The banner will also include a screenshot feature so the unique creations can be shared on social media. The banners will be placed on key websites our target visits including: pop culture/gossip blogs, DIY blogs and entertainment websites.

The simple print ad will act as a compilation of submitted images and an invite for our target to get in on the conversation. Incentives include Baskin Robbins discounts and opportunities to win key "Bask In The Unexpected" giveaways.