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In an effort to help you enjoy your ice cream, the Häagen-Dazs Concerto Timer app uses augmented reality to allow you to let your frozen treat soften. The iOS app uses your phone to project a miniature concerto over Häagen-Dazs ice cream. Since the ice cream needs two minutes to soften and release its flavors, the app projects a perfectly-timed tune over your dessert tub.
Ad agency Goodby, Silverstein & Partners designed and implemented the campaign. The San Fransisco-based agency created the app to augment Häagen-Dazs’s premium brand. The app plays Bach’s Inventions No. 14 over your tub of ice cream using a virtual cellist and violinist. After the ice cream has softened properly, the concerto ends and you can enjoy your premium dessert.