Baskin-Robbins’ is taking its iconic pink spoons out of its stores and putting them into a multi-city mobile tour and an interactive game that lets consumers search for hidden spoons for a chance to win a host of prizes.
Under Baskin-Robbins’ Find the Pink Spoon online game, consumers answer trivia questions online at FindThePinkSpoon.com that lead to a Baskin-Robbins pink spoon hidden on a U.S. map powered by Yahoo Maps. For each of 13 weeks, consumers can rack up points searching for the pink spoon for a chance to win 13 different prizes worth more than $100,000. Prizes include a 2006 Chevy Colorado LT pick-up truck and Yamaha VX 110 WaveRunner, an Australian adventure for four, a $2,000 Toys ‘R’ Us shopping spree and toy prize pack and a trip for two anywhere in the world.
As part of the game, consumers can allocate their earned points toward sweepstakes prizes of their choosing. Each point counts as a sweepstakes entry. Each week, Baskin-Robbins will award weekly prizes of a TomTom Navigation device and gift checks for Baskin-Robbins Sundaes for a year as second prizes. A random drawing for the grand prizes will take place on September 5.
“We want to keep our brand top of mind in consumers heads when they think about going out for ice cream,” Dave Nagel, Baskin-Robbins’ manager of brand excitement said. “As a brand, we are about endless possibilities, about consumers’ personal choices. The pink spoon really symbolizes that.”
The interactive game, which launched Tuesday, is part of a 13-week brand-building promotion using the iconic pink spoon. Baskin-Robbins lets consumers sample any ice cream flavor in its stores with the pink spoons. The Find The Spoon game builds off of the Office Invaders online game the company launched in March (Xtra, March 8, 2006). The game has had nearly 800,000 game plays since its launch, the company said.
In addition, the Canton, MA-based brand will roll out a nine-city mobile tour to get the word out about the Find the Pink Spoon game and the Baskin-Robbins brand. Starting June 8, a 20-foot-long pink SUV with a 10-foot-long pink spoon attached to the roof will hit the streets in San Francisco. During the tour, Road Trip brand ambassadors will let consumers sample Baskin-Robbins treats and distribute information about the Find The Pink Spoon game. Other stops include Modesto, Sacramento, Los Angeles and San Diego, CA, Phoenix, Washington, DC, and New York City. The tour concludes in Chicago on July 17.
“We want to be a brand people think of when they are having fun,” Nagel said.
In celebration of its 60th anniversary, Baskin-Robbins is touting two new ice cream flavors—the Triple Play (caramel ice cream loaded with popcorn, candy-coated peanuts and chocolate-covered peanuts and pretzels) and Apple Pie a la Mode (vanilla ice cream with apple slices, pie crust swirled with a caramel cinnamon crème ribbon). Both flavors will be available in participating stores through Aug. 31.
The Find the Pink Spoon promotion runs through Aug. 29. Online materials, radio spots, print ads, in-store signage, p.r. and P-O-P support the online game. P.r. will support the mobile tour. Dallas-based Blockdot designed the online game; ePrize, Pleasant Ridge, MI, handles the sweeps.
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