Dreyer’s Grand Ice Cream (a division of Nestlé) recently revealed their “Share the Love” campaign for their Skinny Cow ice creams.  The aim of the campaign is to create awareness for the Skinny Cow brand among women aged 25 – 54 and their multi-channel approach includes channels like print adverts, billboards and online video adverts.

As a complementary component to the campaign Dreyer’s introduced a mobile game that is available exclusively on the iPhone, iPad and iPod Touch and features a daschund delivering Skinny Cow snacks to her animal friends.  In short, the daschund is in a balloon and every time she delivers a snack to one of her animal friends the players receive points (or love).  ‘Love’ keeps the balloon going and the goal is to evade potential obstacles.  If the player can’t collect enough love the balloon deflates, sink back to the ground and the player has to start over.  (Read the full game instructions here).  Players can post their game scores to The Skinny Cow’s leader board and compare their scores with friends and other players.

The stand-alone website for The Skinny Cow includes a number of useful features including a flavour finder, skinny tips and a question and answer section.  The campaign integrates social media platforms and The Skinny Cow has a presence on Twitter, Facebook and YouTube.  “Share the Love” is a fresh, interactive campaign and according to the number of fans and followers she has on Facebook and Twitter The Skinny Cow’s campaign is a hit!