Woody's Super Sundae Maker
- Brand
- Ben & Jerry's
- Year
- 2022
- Objective
- Engagement
- Industry
- Food & Drink
- Platform
- AR & VR
- agency
- Rock Paper Reality
- Published
- 1
The player opens a shared link on their phone and the AR experience launches directly in the browser, with no app download or install required.
- 2
The phone camera overlays an animated Ben & Jerry's world onto the player's real surroundings: an island scene built around an ice cream cup, with trees, nuts, and a spoon.
- 3
A hazelnut character acts as guide, leading the player through the world and setting the route of the experience.
- 4
The core loop is a Rube Goldberg-style chain-reaction puzzle: the player triggers a sequence of elements where each one sets off the next.
- 5
As the chain reaction progresses, the player assembles a sundae layer by layer, building up to the whipped cream on top.
- 6
The session ends with the completed sundae on display, the "Hazel-nuttin' but Chocolate" flavor shown in the case example.
- 7
After assembly, a call to action appears prompting the player to order the same sundae for home delivery through Ben & Jerry's delivery service.
- 8
The experience is designed to be replayed from the start.
Objective
Ben & Jerry's wanted to introduce its new Sundaes line after its European launch and fix a specific perception problem: shoppers kept missing that there was whipped cream hiding under the lid. The brand needed a playful way to make that topping visible and craveable, then funnel the attention straight into its new home-delivery service.
Solution
You open a link on your phone, point the camera at your own room, and a Ben & Jerry's world pops up around you — no app to install. A hazelnut character leads you through a Rube Goldberg-style chain reaction, triggering one step at a time as you tap and follow along. Each step drops another layer into your sundae, finishing with the whipped cream on top that the brand says people usually overlook. Once it's built, the finished sundae is presented as the real product, with a prompt to order the same one for delivery — and the puzzle resets so you can run through it again.
Can you still play it?
Woody's Super Sundae Maker can no longer be played: it was a web-based AR experience built on Adobe Aero, letting players solve a Rube Goldberg-style puzzle to assemble a sundae. The game went dark when Adobe shut down Aero, withdrawing the app on November 6, 2025 and fully decommissioning the service on December 3, 2025, after which its scenes stopped working for creators and players alike; Adobe deleted the underlying data on December 16, 2025.
