Scoop San Diego is the region’s first-ever ice cream festival. Its inaugural event in 2019 sold out in weeks, generating thousands of dollars in revenue for its nonprofit partner. However, due to COVID-19, its 2020 in-person event was forced to cancel. That is, until, Tracks presented a unique opportunity to launch an innovative, virtual foodie festival in support of local ice cream and gelato shops suffering from the pandemic’s shutdowns.
Tracks led the creative development of a weeklong virtual ice cream event, chockfull of exclusive Q&A’s with San Diego ice cream and gelato shop owners, limited-edition ice cream flavors with Stella Jean’s Ice Cream and Mr. Trustee Ice Cream, and a hunger-inducing social media campaign with San Diego’s most popular influencers. The integrated communications campaign resulted in media coverage in all major local foodie outlets, off-the-charts social media engagement, and most importantly, increased sales for small businesses during COVID-19.