In a world where advertisements go largely ignored, BPP has helped clients reach a captive audience through local and national news opportunities. Our best example of this would be our work with Ben & Jerry’s on their "Stop & Taste The Ice Cream" tour. Deutsch's Promotions department created a summer-long sampling tour that gave away one million free scoops of their new "2Twisted" ice cream. Our job was to document this tour and create a primer videotape that would announce the tour's arrival and stir interest amongst the news agencies before the tour rolled into town. These primer tapes were very successful and ended up securing news coverage in almost every city visited. The amount of cumulative airtime Ben & Jerry's received over the entire summer was staggering. It was more or less free advertising. Together with Deutsch and Ben & Jerry’s we discovered just how valuable this type of guerilla marketing can be.