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Diane McIntyre
Häagen-Dazs Brand
(510) 601-4338
Diane.McIntyre@us.nestle.com

Laurie Duffy
Taylor
(704) 644-6918
lduffy@taylorstrategy.com

HÄAGEN-DAZS® BRAND LAUNCHES NEW MOBILE CONCERTO TIMER APP WITH AUGMENTED REALITY TECHNOLOGY

Fans Can Enjoy Sweet Sounds of Classical Concerto Music While Preparing Their Ice Cream

Oakland, Calif. – Aug. 1, 2013 /PRNewswire/ — The Häagen-Dazs® brand announced today the introduction of the Häagen-Dazs Concerto Timer app, the first iOS mobile app to integrate detailed 3D Kinect technology and video data that delivers a cutting edge augmented reality experience especially for ice cream enthusiasts.

The Concerto Timer app features two-minute-long music concertos that help consumers understand the exact amount of time needed to prepare their Häagen-Dazs ice cream in order to get the full, rich consistency and allow all the flavors to fully bloom. Allowing the ice cream to soften slightly – also called tempering – for two minutes enhances the texture and exposes fans to the craftsmanship of premium ingredients that is characteristic of Häagen-Dazs ice cream, gelato, sorbet and frozen yogurt.

Waiting is not an easy task for ice cream lovers, but the process is transformed when users point their iPhone with the Concerto Timer app at one to two Häagen-Dazs cartons. The augmented reality feature showcases a perfectly timed, two-minute concert of Bach Inventions No. 14 performed by a violinist and cellist – all while users wait for the ice cream to temper. By the end of the concerto, the ice cream will have softened to a perfect consistency.

“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. Honey bee colonies – which are responsible for one third of the world’s food supply — are dying at an alarming rate, posing a serious risk to our natural food supply, including many of the ingredients that define Häagen-Dazs ice cream.

How the ‘Concerto Timer’ App Works:
Once fans have downloaded the 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.

Traditionally, augmented reality technology has involved flat video or low polygon 3D objects with a very limited and robotic range of motion.  Unlike other augmented reality apps, the Concerto Timer app integrates detailed 3D Kinect and video data.

The app captures the nuances of the real violin and cello performances, enhanced with expressive particles, resulting in an ethereal and unique creative style. This approach allows the musicians to move with a fluid natural motion in 3D space.

Developed by creative agency Goodby Silverstein & Partners and digital production company JAM3, the Häagen-Dazs Concerto Timer app is now available for download in the iTunes App Store.

For additional Häagen-Dazs Gelato product information, please visit www.HaagenDazs.com.

About Häagen-Dazs
Crafted in 1961 by Reuben Mattus in his family’s dairy, Häagen-Dazs ice cream is the original super premium ice cream. True to tradition, the brand is committed to using only the purest ingredients in crafting the world’s finest ice cream. Truly made like no other®, today Häagen-Dazs ice cream offers a full range of products from ice cream to sorbet, frozen yogurt and frozen snacks in more than 65 flavors. Häagen-Dazs products are available around the globe for ice cream lovers to enjoy. For more information, please visit www.haagendazs.com.

About Nestlé Dreyer’s Ice Cream
Named one of “The World’s Most Admired Food Companies” in Fortune magazine for sixteen consecutive years, Nestlé provides quality brands and products that bring flavor to life every day.  From nutritious meals with LEAN CUISINE® to baking traditions with NESTLÉ® TOLL HOUSE®, Nestlé USA makes delicious, convenient, and nutritious food and beverage products that make good living possible. That’s what “Nestlé. Good Food, Good Life” is all about.  Well-known Nestlé USA brands include: NESTLÉ® TOLL HOUSE®, NESTLÉ® NESQUIK®, NESTLÉ® COFFEE-MATE®, STOUFFER’S®, LEAN CUISINE®, HOT POCKETS® and LEAN POCKETS® brand sandwiches, NESCAFÉ®, NESTLÉ® JUICY JUICE®, BUITONI®, DREYER’S/EDY’S®, NESTLÉ® CRUNCH®, NESTLÉ® BUTTERFINGER®, WONKA®, DIGIORNO®, TOMBSTONE® and CALIFORNIA PIZZA KITCHEN® frozen pizza.  Nestlé USA, with 2012 sales of $10 billion, is part of Nestlé S.A. in Vevey, Switzerland — the world’s largest food company with a commitment to Nutrition, Health & Wellness — with 2012 sales of $98 billion.  For product news and information, visit www.Nestleusa.com or Facebook.com/NestleUSA. In the U.S., the Häagen-Dazs trademark is licensed to Nestlé by General Mills and CALIFORNIA PIZZA KITCHEN® is a trademark owned and licensed by CPK Management Company.

Video

Photo Gallery


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The Häagen-Dazs brand introduces the Concerto Timer mobile app, which entertains users with a two minute Bach concerto while they wait for their ice cream to soften to the perfect consistency.
The Häagen-Dazs brand introduces the Concerto Timer mobile app, which entertains users with a two minute Bach concerto while they wait for their ice cream to soften to the perfect consistency.
A violinist plays Bach's Innovations No. 14 as part of the Häagen-Dazs Concerto Timer mobile app. She appears on a user's device for two minutes when a carton of ice cream is aligned with the app.
A violinist plays Bach's Innovations No. 14 as part of the Häagen-Dazs Concerto Timer mobile app. She appears on a user's device for two minutes when a carton of ice cream is aligned with the app.
A violinist and cellist play a Bach concerto duet atop cartons of Haagen-Dazs ice cream as part of the recently released Häagen-Dazs Concerto Timer mobile app.
A violinist and cellist play a Bach concerto duet atop cartons of Haagen-Dazs ice cream as part of the recently released Häagen-Dazs Concerto Timer mobile app.

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www.haagendazs.com
www.haagendazs.com/Learn/HoneyBees

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