The Häagen-Dazs Concerto Timer app

A treat of technology and music, the app activates an augmented-reality concert on top of a pint of Häagen-Dazs. When it’s done playing, the ice cream is tempered to perfection. A beautifully composed piece of music becomes the timer that this finely crafted ice cream requires to be enjoyed at its very best.

We shared the app and tempering story online, across HD’s social platforms and with pre-roll video. Press releases garnered additional impressions at launch. And messaging about the app was printed inside lids of HD pints that hit store shelves this winter.

So far, the Concerto Timer app has seen 71,000 downloads and over 250,000 user sessions. All together, people have spent 323,086 minutes (5,385 hours!) watching our holographic concert while tempering their ice cream, with an average time spent of 1:18. And 72 percent of users have come back to the app for a repeat experience.

The app has connected with consumers, creating an exceedingly well-crafted experience that reflects back on the brand’s own quality, as these quotes from app users in the iTunes Store indicate:

“This concerto timer creates a feast which brings together taste, sound and vision.”

“Amazing. Wow. Impressive. I have always loved the ice cream for its very basic ingredients. But a concerto to help improve the experience? Very thoughtful. Thank you.”

“Häagen-Dazs is amazing. But this just made it my favorite.”