Yesterday was the Bolder Boulder 10K race in Boulder, Colorado. I accompanied my fiancé as her cheering section and had a wonderful time. While wandering around the festivities during the race I stumbled upon a Dreyer’s Ice Cream exhibit. My first thought after seeing it was, why in the world would Dreyer’s Ice Cream spend the time and money to have a big display at a heath oriented event.
As I finished that thought, I noticed the huge crowd around the Dreyer’s exhibit. Energy drinks, health food, gym’s and home work out equipment companies all had exhibits around this one and by far Dreyer’s had the most people waiting in line for the free hand out. Granted, they were giving away some type of fruit bar so it probably had a little bit of health to it. What had just two minutes earlier seemed like a horrible strategic move was a counter intuitive gold mine.
After seeing the throngs of crowds bombarding the exhibit I stepped back and thought about this opportunity. There are 54,000 people taking part in the 10K run, plus who knows how many people that are there to support their friends and family that are running. That is a lot of people walking by and sampling their product.
Is this an earth shattering idea that Dreyer’s deserves excessive praise for? No, not really. It’s a simple idea, that is a little counter intuitive but also reveals a deeper human instinct to reward our selves. After running a 10K, I didn’t think anyone would be interested in an ice cream product. Dreyer’s new other wise and capitalized on it and they deserve kudos for doing so.
What do you think about this exhibit by Dreyer’s? What other examples like this have you seen?