• by Joe Mandese  @mp_joemandese, June 29, 2012

Something Massive Chief Creative Strategist Adam Broitman just did a good job of explaining the different between innovation and experimentation. And he used the iPhone, augmented reality and Ben & Jerry’s to do it.

When Apple finally enabled technology that made it feasible for people to use iPhones to execute augmented reality experiences, Broitman and his team quickly jumped on the opportunity to augment the reality of Ben & Jerry’s ice cream.

This was two years ago, and it was seriously early adopter stuff, Broitman said, meaning it had never been done before.

“For [Ben & Jerry’s] it was an experiment in consumer interest in this innovative technology,” he said, adding, “They learned it was probably too much technology for the average consumer, because not a lot of people did it.”