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Imagine that National Ice Cream Day is your brand’s version of the Super Bowl, and you’ve relied heavily for years on high-touch activities like handing out samples to hype your product in July and beyond.
That’s the reality for Russell Barnett, L.A. Brand Stars honoree and CMO of fast-growing My/Mo Mochi. The brand’s team had to shift gears from experiential marketing to digital programs in light of the public health crisis caused by Covid-19.
For its key summer effort, the company has launched the pun-filled My/Mo Mochi Chompionship Games, where anyone who participates can win free ice cream, and nonagenarian internet star Baddiewinkle serves as master of “ceremochi.”