Ben and Jerry’s ice cream partnered with Shazam and POSMusic earlier this month to enhance it’s ‘National Cone Day’ in Australia and New Zealand. The ice cream brand used an integrated in-store activation combining curated playlists, audio messaging, and a specially created augmented reality experience while customers waited in line.

Audio messages in the store explained initiatives Ben and Jerry’s partakes in, and customers were encouraged to Shazam songs to qualify for free giveaways. The enhanced entertainment led to the brand giving away a combined 126,360 scoops across the two countries during the day.