Baskin-Robbins is a global ice cream chain founded in 1953 in California. It has over 5,800 locations worldwide, selling 31 different ice cream flavors. In 2017, Baskin-Robbins Malaysia held a "Free Scoop Night" promotion during the SEA Games to boost social media presence. The agency FOREFRONT helped execute a campaign using the theme "OMG" to build hype and awareness. On event night, over 100,000 free scoops were given out, exceeding the 2012 event turnout. The promotion was successful in gaining new social media followers and high engagement on Facebook and Instagram.