Häagen-Dazs is educating consumers on ice cream preparation by launching a mobile application to entertain consumers during the two-minute period it takes for the ice cream to temper.

The Häagen-Dazs Concerto Timer app features two-minute long concertos to help consumers wait the recommended two minutes before Häagen-Dazs ice cream is fully ready. The app uses 3D Kinect technology to provide consumers with an augmented reality experience in addition to the musical listening.

"Loyal Häagen-Dazs consumers recommend 'tempering' or allowing the ice cream to warm up to realize the full flavor," said Cady Behles, brand manager at Häagen-Dazs, Oakland, Calif. "The app is a way to enjoy the time."

"Häagen-Dazs ice cream is best known for classic flavors, which pair nicely with classical music," she said. "The Bach concerto is beautiful and appreciated by a wide audience of people"

Temper time
The Häagen-Dazs Concerto Timer app is meant to be both functional and entertaining.

In order for the brand?s ice cream, gelato, sorbet and frozen yogurt to soften slightly and find the perfect texture and consistency, the company recommends consumers wait two minutes after they take the ice cream out of the freezer.

Since consumers may be impatient and want to eat the ice cream immediately, Häagen-Dazs came up with this creative solution.

When consumers download and open the app, they can point their iPhone at the lid of any Häagen-Dazs carton. The app then launches a virtual violin performance of Bach Inventions No. 14.

If a consumer scans a second carton, a cellist will join the violinist in a duet. The images of the violinist and cellist appear to be stemming from the ice cream cartons in an ethereal fashion.

While the music is playing, consumers can share the experience via Facebook and Twitter.

Once the concerto is over, the ice cream will be ready for consumption.

Häagen-Dazs is also providing additional incentive to download the app by donating $5 per download to honey bee research at the University of California Davis for a total donation of up to $75,000.

Honey bee colonies are responsible for a third of the world?s food supply and provide many of the ingredients used in Häagen-Dazs ice cream. Unfortunately, honey bees are at risk of extinction, so Häagen-Dazs is invested in supporting research to keep honey bees alive.

Mobile ice cream
It doesn?t come as a surprise that Häagen-Dazs is putting out this creative mobile initiative. The company has put a lot of effort into mobile in the past.

For example, Häagen-Dazs rolled out a mobile advertising campaign in Pandora to amplify its social media presence (see story).

This particular app, however, seems to be a unique and forward-thinking way to use augmented reality in a fun and practical way.

"Mobile is where our consumers are spending more of their time and we want to be there as well," Ms. Behles said.

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York