Häagen-Dazs launches ‘melt-timer’ musical augmented reality app


Häagen-Dazs has launched a ‘Concerto Timer app’, integrating 3D Kinect technology and video data that lets customers fill the time it takes for their ice cream to thaw once its leaves the freezer.

The musicians will entertain users for two minutes because, according to Häagen-Dazs, that's how long it takes for the ice cream to reach the ideal consistency for eating.

Once fans have downloaded the free Concerto Timer app, they can point their iPhone camera and align the dotted line guide with the lid of any Häagen-Dazs ice cream carton. Recognizing the visual of the lid, the app launches a virtual violin performance of Bach Inventions No. 14.

The addition of a second carton reveals a cellist accompanying the violinist in a classic duet. While the music is playing, users can share the experience with their Facebook and Twitter networks.

"The app concept came directly from our brand loyalists who recognized the necessity of tempering to enjoy all of the flavors in our ice cream," said Cady Behles, Häagen-Dazs brand manager. "We took their feedback and developed an advanced mobile experience – something never seen before in the ice cream industry – that would be functional and also entertain them during the optimal time period."

With every download of the Concerto Timer app, the Häagen-Dazs brand is donating $5 to honey bee research at the University of California Davis for a total donation up to $75,000.

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