The leader in premium soft serve targets a new audience with a new approach
ATLANTA, May 8 /PRNewswire/ -- You've read his blog on MySpace, you've
asked to be his friend on Facebook, he sends you emails from his own
personal email address, and now all you have to do is text his name to
78247 and because you are BFFs he will totally text you back.
The nation's favorite spokeswhale, Fudgie, is breaking into mobile
marketing with Carvel's Arctic Summer Sweepstakes. He is asking consumers
to text "FUDGIE" to 78247 to receive a coupon for one of the new blended
coffees or Arctic Blenders and a chance to win one of five 42" TVs.
Additionally, consumers can visit http://www.carvel.com and play a virtual
matching game for a chance to win a technology package that includes a 42"
flat screen TV, surround sound system and HD DVD player, or $2,500; a
laptop computer, or $1,000; or an 8GB MP3 player, or $250.
"We have done a great job connecting with a new demographic with some
of our online efforts including MySpace and Facebook," explains Gary Bales,
president of Carvel Ice Cream. "Our consumers have been able to get engaged
with the brand and get to know a different side of Fudgie the Whale -- a
side that is slightly more quick-witted and irreverent -- with some of
these online vehicles. Mobile marketing seemed like a logical next step in
connecting with our younger, more tech-savvy consumers."
"We worked with Brand Movers(R) on developing a text messaging program
where consumers could opt in to receive future text alerts from Carvel, but
would not be subject to spam on their cell phones," explains Lori Peterson,
director of marketing for Carvel Ice Cream. "It was important that
participants receive instant gratification which is why all 'texters'
receive a coupon immediately, even if they are not winners of the
sweepstakes. Of course, we also considered the fun-factor with this
promotion. The online matching game is just fun enough to distract you a
little while during work, but not distracting enough to get you fired."
Carvel, the nation's first retail ice cream franchise known for its
premium soft serve ice cream and uniquely shaped ice cream cakes, brought
Fudgie the Whale(TM), formerly just a popular Carvel cake, to life when he
was officially named Carvel's spokeswhale in January 2007. Carvel is
encouraging consumers to participate in the Arctic Summer Sweepstakes from
now until July 31, 2008.
About Carvel(R) Ice Cream
The United States' first retail ice cream franchise, Carvel(R) Ice
Cream has become one of the best-loved and most recognized names in its
industry. The company is a leading provider of premium soft serve and hand
dipped ice cream products, as well as the leading manufacturer of uniquely
shaped ice cream cakes, including its signature Fudgie the Whale and Cookie
Puss cakes. Carvel currently operates over 500 franchised and food service
locations, and sells its famous ice cream cakes in over 8,500 supermarket
outlets. The company is based in Atlanta, with its supermarket headquarters
in Rocky Hill, Conn.
About FOCUS Brands Inc.(R)
FOCUS Brands Inc. is the franchisor and operator of over 2,200 ice
cream stores, bakeries, restaurants, and cafes in the United States, the
District of Columbia, Puerto Rico, and numerous foreign countries under the
brand names Carvel(R) Ice Cream, Cinnabon(R), Schlotzsky's(R), Moe's
Southwest Grill(R), and the franchisor of Seattle's Best Coffee(R) on
military bases and in certain international markets. Based in Atlanta, the
primary objective of FOCUS Brands is to "FOCUS on making people happy."
Please visit http://www.focusbrands.com to learn more.
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