The Concerto Timer app features two-minute-long music concertos that help consumers understand the exact amount of time needed to prepare their Häagen-Dazs ice cream in order to get the full, rich consistency and allow all the flavors to fully bloom.
Allowing the ice cream to soften slightly – also called tempering – for two minutes enhances the texture and exposes fans to the craftsmanship of premium ingredients that is characteristic of Häagen-Dazs ice cream, gelato, sorbet and frozen yogurt.
Waiting is not an easy task for ice cream lovers, but the process is transformed when users point their iPhone with the Concerto Timer app at one to two Häagen-Dazs cartons.
The augmented reality feature showcases a perfectly timed, two-minute concert of Bach Inventions No. 14 performed by a violinist and cellist – all while users wait for the ice cream to temper. By the end of the concerto, the ice cream will have softened to a perfect consistency.
“The app concept came directly from our brand loyalists who recognized the necessity of tempering to enjoy all of the flavors in our ice cream,” said Cady Behles, Häagen-Dazs brand manager.
Once fans have downloaded the Concerto Timer app, they can point their iPhone camera and align the dotted line guide with the lid of any Häagen-Dazs ice cream carton.
Recognizing the visual of the lid, the app launches a virtual violin performance of Bach Inventions No. 14. The addition of a second carton reveals a cellist accompanying the violinist in a classic duet. While the music is playing, users can share the experience with their Facebook and Twitter networks.
Developed by creative agency Goodby Silverstein & Partners and digital production company JAM3, the Häagen-Dazs Concerto Timer app is now available for download in the iTunes App Store.
Häagen-Dazs ice cream offers a full range of products from ice cream to sorbet, frozen yogurt and frozen snacks in more than 65 flavors.