The Häagen-Dazs® Brand and ExperienceProject.com Team Up to Help the Honey Bees

Social Media Campaign Raises Awareness on the Dwindling Honey Bee Population

The Help The Honey Bees Campaign home page at ExperienceProject.com. (Graphic: Business Wire)

SAN FRANCISCO--()--The Häagen-Dazs brand, which is licensed to Dreyer’s Grand Ice Cream, Inc. and a market leader in frozen dessert products, and ExperienceProject.com (EP), the world’s largest online forum for connecting and sharing life experiences, today announced a joint campaign aimed at raising awareness about the rapidly decreasing population of honey bees and the environmental impact of this mysterious and dire situation. The “Help The Honey Bee” campaign harnesses the power of social networking to educate the public on why honey bee pollination, responsible for the production of over one-third of the world’s food supply, is so vital and why the epidemic of hive collapse is such a threat. The campaign provides an interactive platform that not only enables people to easily get involved and inspire others to help save the honey bees through trivia games and contests, but also uniquely tracks specific actions a person can take to help honey bees survive, rewarding completion of these ‘personal challenges’ with valuable prizes.

“We chose EP as our social networking arm for the Help The Honey Bee campaign based on their long-standing ability and success in raising awareness on numerous social causes,” stated Ching-Yee Hu, Häagen-Dazs Brand Manager. “As hosts of a large and vibrant community of passions, not only are they dedicated to making the world a better place, they also demonstrate a facility to quickly implement novel tools to truly engage and educate users around a cause while tightly integrating with the universe of social media, making them an invaluable partner to our campaign efforts.”

Approximately one-third of the world’s food supply is directly dependant upon honey bee pollination, so the decline of the honey bee population poses a dire risk. Honey bees are responsible for the pollination of more than 100 different crops, including fruits, vegetables, and nuts generating over $15 billion in U.S. agriculture crops annually. However, over the last three years, more than one-third of honey bee colonies have unexpectedly died due to a phenomenon called Colony Collapse Disorder (CCD). In CCD, honey bees mysteriously leave their hives and die. Scientists continue to search for answers, but time is running out.

“We are incredibly proud to be involved with this cause alongside Häagen-Dazs,” said Armen Berjikly, CEO of ExperienceProject.com. “Honey bees and their byproducts are so intertwined with our lives, oftentimes in hidden ways, that we essentially have a symbiotic relationship with them - we thrive only if they survive. We are honored to help Häagen-Dazs raise awareness around this issue, and provide simple, fun, and accountable ways for people to get involved and share the cause with others. The Experience Project community is one of support and awareness, and I know our users will work to truly help make a difference.”

The Häagen-Dazs brand and EP Help The Honey Bee campaign has multiple facets, offering simple yet powerful ways to spread awareness virally and generate involvement including:

Plant a Flower, Help a Honey Bee Challenge

This challenge encourages individuals to plant flowers, which are the honey bee’s primary food source. Participants simply submit photos of themselves planting flowers via Facebook, Twitter, or Flickr, from which they will be automatically uploaded to the Häagen-Dazs page on Experience Project’s website. There, users will have the ability to vote on their favorite pictures. The top three submissions will each win the grand prize of certificates for a year’s supply of Häagen-Dazs ice cream.

Help The Honey Bees Trivia Game

Help honey bees with just a click of the mouse! As a key part of the campaign, EP will host a special general knowledge trivia game where participants earn “nectar” points for each correct answer. The accumulated points will then be converted into donations in support of scientific research to help find the causes and solutions for Colony Collapse Disorder.

Help The Honey Bees Facebook Application

The Help The Honey Bees campaign makes it easy for people to spread the word, share with friends, and gain support through popular online communities. For example, ExperienceProject.com has designed a custom Facebook application allowing users to virally share “virtual honey bees” in order to generate buzz and awareness. In addition, Facebook members will be able to participate in the Help The Honey Bees trivia game directly from their Facebook profiles. To access this special Help The Honey Bee Facebook application, visit: http://apps.facebook.com/helpbees.

7-Day Go Natural Challenge

Honey bee pollination is responsible for providing us with many of the natural foods we take for granted, including a large number of fruits, nuts and vegetables. In fact, honey bee pollination plays a significant role in over 40 percent of the all-natural ingredients found in Häagen-Dazs ice cream. As a way to highlight the importance of the honey bee, The Häagen-Dazs brand and ExperienceProject.com encourage individuals to eat and live naturally for seven straight days. Upon joining this challenge, participants will receive an email with a link to the Help The Honey Bees web page, along with more details about the challenge itself and general tips on living healthy. In addition, participants will receive a coupon for Häagen-Dazs products. Finally, participants who complete the full seven-day challenge will receive a gift certificate for a free four-ounce carton of ice cream, redeemable at any major grocery store, and the chance to win certificates for a year’s supply of ice cream.

The Help The Honey Bee Campaign will begin on August 4, 2009 and run through September 28, 2009. For more information visit the Häagen-Dazs Help The Honey Bees page at http://www.helpthehoneybees.com.

For more information on the challenges, trivia game, and contests visit Experience Project at http://www.experienceproject.com/helpthehoneybees.

About Häagen-Dazs

Crafted in 1960 by Reuben Mattus in his family’s dairy, Häagen-Dazs is the original superpremium ice cream. True to tradition, we are 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 and in the U.S. the Häagen-Dazs trademark is sub-licensed to Dreyer’s by Nestlé. For more information, please visit http://www.haagen-dazs.com.

About ExperienceProject.com

Imagine a social forum where you can safely and honestly connect and communicate with others who share your passions for the same issues and aspects of life, a place where authentic human connection finally occurs on the web - this is Experience Project. Explore over two million life experiences, share your own stories anonymously, and find like-minded people who are open, supportive, and just "get it." The social forum’s unique culture, one where everyone is welcome, comfortable, and engaged, is continuously maintained and encouraged by a growing community of people freely and openly sharing their life experiences.

http://www.experienceproject.com

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6021562&lang=en.

Contacts

Experience Project Contact:
Zenzi Communications
Tisha Dore, 760-505-9676
tisha.dore@zenzi.com
or
Häagen-Dazs Contact:
Ketchum
Rita Gorenberg, 415-984-6228
rita.gorenberg@ketchum.com

Contacts

Experience Project Contact:
Zenzi Communications
Tisha Dore, 760-505-9676
tisha.dore@zenzi.com
or
Häagen-Dazs Contact:
Ketchum
Rita Gorenberg, 415-984-6228
rita.gorenberg@ketchum.com