Ben & Jerry's Chunk Fest, 6th December 2008
Celebrating Peace, Love & Ice Cream!
Celebrating Peace, Love & Ice Cream!
1) What is the objective of this event?
The objective of the event was to introduce new flavors of ice cream. These exclusive flavors were only available at Chunk Fest. It was also a day out to have fun and relax with your loved ones while enjoying ice cream. After all, who doesn't love ice cream! Families and friends gathered and attended the event and enjoyed music, ice cream and also other activities that were held on that day. Some of the activities included face painting, tarot card reading and airbrush tattooing. There were also music acts that were invited to play on the Ben & Jerry's stage.
2) Who is the target audience?
Basically, food junkies. People who love ice cream. The main target audience though would be Ben & Jerry's fans/lovers. Also since it is a festival with lots of fun filled activities, it attracted families, with children especially.
3) How is the event publicized?
There were banners and posters that were put up at Ben & Jerry's outlets at the Cathay, VivoCity and Raffles City, to name a few. Other than that, there were also emails that were being sent out. The event was mentioned on the radio, namely 98.7FM. The DJs were discussing the event on air. On top of that, they had stickers of the event pasted on Ben & Jerry's refrigerators that could be found all around Singapore, at 7-eleven outlets and such.
4) Is the event reported in the media?
The event was not covered widely by the media. I would think that because the event did not attract ample amount of people for the event to have wide media coverage. It was more of a company affair for Ben & Jerry's. Another reason is that, the event was not that exciting. It could have been so much better. The activities that were planned for the day was not very packed and the huge stage that was set up on the middle of the whole festival was empty half of the time I was there. Event organisers should never let something like that happen. There should always be things happening on stage and all around the event venue.
The event however created a buzz amongst bloggers and ice cream lovers who attended the event. There were a lot of blog entries and pictures posted about the event. It was reported, but not by official media but by everyday bloggers who attended the festival.
5) Assume you are the manager overseeing this project. Evaluate the success/ failure of this event. How would you do it differently for greater success?
If I were the manager, I would say the event was pretty much a success but it could have been much better.
It rained that afternoon and there was limited shelter and all the activities were abandoned due to the rain. If I were the manager, I would have planned beforehand, a wet weather program. Maybe I would have tented the whole area so that the rain would not affect the event. Or rather, I would have planned something at the indoor area of Fort Canning Park, in case it rains and the outdoor activities could not be carried out.
Also, I would have made a brochure or something of that sort and gave it out to people. Inside the brochure, I would have printed a map of the place and details on the activities that were going on that day. This would make it easier for the people to know where they can go, and what they can do, at what time.
On top of that I would have provided more shelter, and rest places for the comfort of those who attended the event. I understand that Fort Canning is a park and people sit on mats at parks but then again in the event if it rains, which it did, the grass would be wet and muddy and it would not be convenient for people to sit on the wet grass.
One of the most important things is that I would have better promotional prices for the ice cream sold on that day. I know that the company would want to reap in the most amount of profits but since it is a festival, where we want people to have fun and enjoy the event, I would slash the prices of ice cream on that day only.
Last but not least, I would probably plan the event at a more accessible place. Maybe at Esplanade, or at the Padang, where it is more accessible and easy for people to get there. Fort Canning is not a bad place either, but there could have been a better place to hold the event at.
To end of my post, enjoy these pictures!
I lost most of my pictures because my laptop crashed.
This is all I've got!
Signing off,
Dian Kamelia.
The objective of the event was to introduce new flavors of ice cream. These exclusive flavors were only available at Chunk Fest. It was also a day out to have fun and relax with your loved ones while enjoying ice cream. After all, who doesn't love ice cream! Families and friends gathered and attended the event and enjoyed music, ice cream and also other activities that were held on that day. Some of the activities included face painting, tarot card reading and airbrush tattooing. There were also music acts that were invited to play on the Ben & Jerry's stage.
2) Who is the target audience?
Basically, food junkies. People who love ice cream. The main target audience though would be Ben & Jerry's fans/lovers. Also since it is a festival with lots of fun filled activities, it attracted families, with children especially.
3) How is the event publicized?
There were banners and posters that were put up at Ben & Jerry's outlets at the Cathay, VivoCity and Raffles City, to name a few. Other than that, there were also emails that were being sent out. The event was mentioned on the radio, namely 98.7FM. The DJs were discussing the event on air. On top of that, they had stickers of the event pasted on Ben & Jerry's refrigerators that could be found all around Singapore, at 7-eleven outlets and such.
4) Is the event reported in the media?
The event was not covered widely by the media. I would think that because the event did not attract ample amount of people for the event to have wide media coverage. It was more of a company affair for Ben & Jerry's. Another reason is that, the event was not that exciting. It could have been so much better. The activities that were planned for the day was not very packed and the huge stage that was set up on the middle of the whole festival was empty half of the time I was there. Event organisers should never let something like that happen. There should always be things happening on stage and all around the event venue.
The event however created a buzz amongst bloggers and ice cream lovers who attended the event. There were a lot of blog entries and pictures posted about the event. It was reported, but not by official media but by everyday bloggers who attended the festival.
5) Assume you are the manager overseeing this project. Evaluate the success/ failure of this event. How would you do it differently for greater success?
If I were the manager, I would say the event was pretty much a success but it could have been much better.
It rained that afternoon and there was limited shelter and all the activities were abandoned due to the rain. If I were the manager, I would have planned beforehand, a wet weather program. Maybe I would have tented the whole area so that the rain would not affect the event. Or rather, I would have planned something at the indoor area of Fort Canning Park, in case it rains and the outdoor activities could not be carried out.
Also, I would have made a brochure or something of that sort and gave it out to people. Inside the brochure, I would have printed a map of the place and details on the activities that were going on that day. This would make it easier for the people to know where they can go, and what they can do, at what time.
On top of that I would have provided more shelter, and rest places for the comfort of those who attended the event. I understand that Fort Canning is a park and people sit on mats at parks but then again in the event if it rains, which it did, the grass would be wet and muddy and it would not be convenient for people to sit on the wet grass.
One of the most important things is that I would have better promotional prices for the ice cream sold on that day. I know that the company would want to reap in the most amount of profits but since it is a festival, where we want people to have fun and enjoy the event, I would slash the prices of ice cream on that day only.
Last but not least, I would probably plan the event at a more accessible place. Maybe at Esplanade, or at the Padang, where it is more accessible and easy for people to get there. Fort Canning is not a bad place either, but there could have been a better place to hold the event at.
To end of my post, enjoy these pictures!
I lost most of my pictures because my laptop crashed.
This is all I've got!
Signing off,
Dian Kamelia.
