Brandcrush: Molly Moon’s Gets the “Offline Event” Badge!

Molly Moon's Homemade Ice Cream, Seattle

I could make a list of 100 things Molly Moon’s Homemade Ice Cream has done right in terms of word-of-mouth marketing, really from the moment they opened. Their stylish scoop shops are loaded with talkable details like the irresistible smell of fresh waffle cones baking, a strategically placed low window where toddlers can peek in to see the ice cream being made, and smartly designed posters showing all the wholesome, local sources of their ingredients.

Molly Moon's Ice Cream Trade Map Local

Molly Moon's Trade Map

Of course, Molly Moon’s also makes seriously kick-ass ice cream with inventive, memorable flavors like Salted Caramel and Honey Lavender that get people literally lining up around the block on Seattle summer days — which, of course, drives interest and gets even more people lining up — you get the picture.

Today I saw a Tweet that Molly Moon’s was offering free scoops of one of their signature flavors, Scout Mint, in honor of the 100th Anniversary of the Girl Scouts. It happens to be about 40 degrees and pouring — certainly not a day that would normally make me think “ice cream.” But this sounded so fun and compelling that I surprised the kids with an after-school stop. Here are five things I loved about this inspired event.

Molly Moon's honors Girl Scout Anniversary

Happy 100th Anniversary, Girl Scouts!

  1. It was generous. Not 20% off Scout Mint. Not buy one get one free. Not free scoops for Girls Scouts in uniform (which would have been perfectly awesome). Free scoops of Scout Mint. Period. No questions asked.
  2. No huh? moment. You know what I mean. You hear about a special promotion, you go into the store, and the person at the counter has no idea what you are talking about. Or you bring in a coupon and you have to wait hopefully while the manager scrutinizes it to make sure you’re not trying to rip them off. The guy serving up the free scoops at Molly Moon’s was just straight-up awesome. He patiently gave out tastes and served up dozens of free scoops with gusto. He made the whole event feel fun, which, of course, is exactly how it should feel.
  3. It felt celebratory. There was a seriously festive vibe going on. The whole store was decked out with artful arrangements of Thin Mints boxes. A local Girl Scout troop was camped out at the entrance gamely selling boxes of cookies in the rain. Another troop had come in for scoops in full regalia. As they left, they called out, “Thank you, Molly Moon’s,” and the cool scoop guy called back cheerfully, “Thank you, Girl Scouts!”  It made me love my neighborhood and, of course, love Molly Moon’s for being part of it.
  4. It was disruptive (in a good way). When was the last time I took my kids spontaneously for ice cream on a Monday afternoon? Hmm. Maybe never. There was something about going at an unusual time that made it feel extraordinarily fun and memorable. Will I do it again? Probably. Where will I take them? That’s pretty easy.
  5. It was authentic. For me, this is a big one. Molly Moon herself was a Girl Scout, and she has honored that with her unique Scout Mint flavor. There is a real reason for Molly Moon’s to be celebrating Girl Scout Day; it wasn’t forced or opportunistic. It was from the heart.
Artful Thin Mint display on Girl Scout Day at Molly Moons

Those who follow word-of-mouth marketing best practices know well how important it is to have offline events in the mix, but I think Molly Moon’s gets a badge for this one: a sweet, simple, smart concept, perfectly executed. Thanks for those free scoops, Molly Moon’s! We’ll be back.