AWARDS 2012 CASE STUDY: Category 7: ‘Luv the nug’ for Scotsman Ice by Gyro
In a world of commoditised and lower priced products, Scotsman Ice Systems needed a way to sell more ice machines. And gyro had the answer. The consumer buzz about chewable nugget ice is extreme in the social media circles.
Gyro rallied and aggregated nugget ice fans in the social media realm around a single message and single destination of adoration for nugget ice, sponsored by Scotsman: the original chewable Ice.
By packaging up this consumer demand for nugget ice, Scotsman fed their sales and distribution channels with analytics that supported the premise; ‘when you sell Scotsman Nugget Ice, you actually drive demand and return visits to your restaurants’.
Creating a place for consumers to celebrate nugget ice helped increase Scotsman ice machine sales by double digits.