Ben & Jerry’s is staging its very own Easter hunt, with 50,000 free scoops of ice cream up for grabs. 
The brand has partnered with digital platform, BlockV, to bring a new, novel ice cream experience to Australians this Easter with what is said to be the largest virtual Easter hunt ever seen.
Launching yesterday (18 Thursday), the BlockV platform transforms static objects into dynamic “virtual ice creams” for users to physically “catch” on their phone and convert into a “mouth-watering scoop of delicious chunks and swirls”. Scoops will be hidden close to Ben & Jerry’s Scoop Stores across the country.
Customers can head to Ben & Jerry’s to sign up for the Ben & Jerry’s Easter Hunt. All ‘eggs’ that are caught – known as ‘vatoms’ on BlockV – are automatically converted to a virtual wallet which can then be redeemed at a Ben & Jerry’s Scoop Store.
The free scoops will only be available for a limited time until 6 April.