Engaging Business Case Study: Viral Marketing

In this viral marketing case study, students take on the role of a marketing consulting team helping out a local ice cream store-- Sweet Freezes!

Sweet Freezes, a family-owned business in the heart of the city, faces intense competition from established dessert joints in the city.

In a creative attempt to stand out, the store implements an attention-grabbing campaign, but its effectiveness and impact on sales, foot traffic, and web presence are not entirely clear yet. Sweet Freezes decides to orchestrate a peculiar event where customers try to fight a brain freeze while completing a chilly ice cream-eating challenge. The challenge involves consuming as much ice cream sundaes as possible in 20 minutes time. The event is filmed and shared on social media, generating buzz around the locality and online. Will this viral marketing campaign help the business in the long run, or could their efforts and budget be better spent on other marketing endeavors?

This product includes a full case study packet, with a completely original narrative that won't be found anywhere else! It also comes with stunning class slides, and some basic financial and marketing campaign information.

Included in this product are:

• Complete narrative of the case

• Data from the business and its marketing campaign

• Exposition information on the business, its mission, and its current marketing efforts

• A guiding presentation

• A performance task for students

• End of case questions to lock in major concepts