Coldstone holds dance-off contest to promote products
Coldstone is gave its consumers a chance to enter their Shake it Up contest in which participants showed off their hottest dance moves in a one-minute video. Seven regional finalists were flown to New York City to compete for $15,000 and free ice cream shakes and smoothies for life. The contest was launched in hopes of promoting Coldstone's new line of ice cream shakes and smoothies, which since July has rolled out in more than 1,300 Coldstone Creamery stores in the U.S., Puerto Rico, Guam and Japan. In all, Coldstone has launched nine shake flavors and eight smoothie recipes—the first time the Scottsdale, AZ-based ice cream chain has introduced smoothies and shakes on its menu. The launch was part of Coldstone's celebration of July being National Ice Cream month.
Coldstone Creamery's new shake line includes the Cake 'n Shake, made with the cake batter ice cream, milk and yellow cake pieces, and the PB&C, which consists of chocolate ice cream, milk and peanut butter. Its new smoothie line features Man-Go Bananas, made with yogurt or soymilk, sorbet, mango puree and banana, and Berry Lemony, which includes sorbet, raspberries, strawberries and lemon. To give their drink an extra kick, customers can add a free supplement to any smoothie.
I thought this was a great idea. Other than a million dollars, I don't think there is a better prize you could win than a life-time supply of ice cream. Pure brilliance.
-Adam Herzog
posted by Brand007 @ 10:25 AM
2 Comments:
This is a very well-thought out campaign idea. Shakes? Shakin' it up? Good connection. My only concern is the barrage of unhealthy youth battling over stardom and fame to get free shakes and smoothies. Oh the horror. Coldstone may have to plan out a future health-focus campaign to offset the torrential downpour of outraged parents and family members over the sudden flourish of obesity in all cold-stone neighborhoods.
But no, really. Is a dance contest really what ice-cream lovers want? If I was a cold-stone loyalist and loved shakes/smoothies, I probably wouldn't have, or yes I probably would have the stomach to do it.
Perhaps the shakes should be manufactured in a low-fat/low-sugar category, and that way you could have positive publicity.
-Alex Zucker
Since I think the ipod dance competitions at Agganis are the best thing ever, I think Cold Stone’s idea is brilliant. Unfortunately, the execution has a couple loose ends. As Alex pointed out, a life time supply of ice cream shakes made from cake batter sounds like a health disaster waiting to happen. Secondly, I didn’t know about this campaign until reading this blog… where is the buzz?
I would recommend more YouTube videos from the in-store competitions, maybe even a piece done by professional cinematographers. If Cold Stone could come up with some branded entertainment, maybe some in store displays to create strong ties between dancing and its shakes, I think they would seem more health conscious by promoting physical activity, a meaning it could attach to its brand. For example, maybe a ten second dance could give you a 10% coupon.
For more details on the event, check out the “Shake it up” finals video at http://www.youtube.com/watch?v=PEz9iKqLuyU&mode=related&search=. Another odd bit of info is that you can buy Cold Stone coupons on eBay. That seems real secure…
-Nadia Schwartz
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