Screamin’ Sensation
Just in time for National Ice Cream Month in July, Wilbraham, Mass.-based Friendly Ice Cream Corp. has kicked off an interactive promotional program that encourages teens and young adults to express their fondness for Friendly’s frozen desserts and compete for cool prizes — and gains exposure for dairy through hip, cutting-edge media.
This summer, Friendly’s is asking people to add
their own sound to the mix with iScream Friendly’s, a reciprocal platform for youthful
consumers to “scream” their passion for Friendly’s. The
program helps celebrate Friendly’s ice cream and kicks off the launch
of the company’s two new summer beverages, Iced Lattes and
Friendly’s Chillers. “Friendly’s has been creating warm
memories for customers for more than 70 years, and we love hearing about
their great experiences in our restaurants,” says George Condos,
president and CEO of the manufacturer that sells its products at retail and
through its chain of casual-dining eateries. “iScream Friendly’s gives the
younger generation of our fans a fun way to express their love for the
company — and win some really great prizes. We can’t wait to
see the creative photos and videos they share with us.”
The company is asking people to “scream”
their video and photo entries and submit them via www.iscreamfriendlys.com or
their mobile phone. Submissions should express why they love
Friendly’s. Until August 12, anyone age 13 and up can send in a video
or image they think best represents their passion for Friendly’s,
whether it’s about their favorite ice cream flavor, preferred meal or
unique take on the brand. Entries can be a simple snapshot or a video based
on a rehearsed screenplay — either way, Friendly’s wants to
hear people scream!
Anyone can visit the site to vote for their favorite
screams. A “Tell-A-Friend” feature lets people share their
submissions with friends and family and encourage them to support their
submission. Each week for seven weeks, the 10 most popular videos and 10
most popular images will be selected based on this voting. A panel of
judges will determine the winner among the finalists in each
category; judging started for the first set of submissions on July 6.
Weekly winners in both the video and photo categories
will receive prize packages. Prizes include an Apple TV™ paired with a Canon® digital camera
and a Video iPod® matched with a Bose® SoundDock system, among other cool items. All weekly
finalists, plus 60 wild card entries, will be judged in a final contest, in
which grand-prize winners in both categories will receive a $10,000 Apple
shopping spree. Second- and third-place winners in each category will win
$5,000 and $2,500 Apple shopping sprees, respectively.
In addition to the contest, Friendly’s street
teams sporting funky mohawks will pound the pavement in more than 15 cities
across the Northeast and Mid-Atlantic United States during July and
August. These teams will distribute coupons for free Friendly’s
Chillers and Iced Lattes, and will show people how to enter the iScream contest. Selected
people who text “iSCREAM” to 30364 will receive an iScream t-shirt, just for
shouting out to Friendly’s.
Pretty cool, huh?
$OMN_arttitle="Screamin Sensation";?>
$OMN_artauthor="Pamela Accetta Smith";?>