The Baskin-Robbins Super Soft Serve Slingshot is a collection of videos featuring stuntmen dressed as toppings launched into a giant cup of Soft Serve. The 'Soft Serve' is actually a raft filled with white balloons, 15 feet in diameter. The 'Toppings' are launched 100 feet into the air using a ramp and winch built specifically for this stunt. The videos lived on social media sites –most prominently Facebook – and were promoted with paid, owned and earned media. Users could vote on their favorite toppings’ jump, which then gave them access to a special in-store deal.

The Baskin-Robbins Soft Serve Slingshot had a dramatic impact on sales. Overall Soft Serve sales increased by 20% during the promotional period. Furthermore, in stores shared with Dunkin’ Donuts, which typically attract higher traffic, sales increased by 60%.

The content play also far exceeded our objective. The video content received 7.1 million plays –including 6.4 million on YouTube. Facebook engagement rates were high, and the cost of paid elements was under 10¢ per interaction.