Dreyer’s/Edy’s is about to embark on its fifth year serving up ice cream socials in thousands of neighborhoods across the country.
This year, 1,500 winners of an essay contest will be provided with the works to feed Edy’s Slow Churned light ice cream to up to 100 guests plus enough party supplies to turn a neighborhood into an outdoor ice cream parlor.
Once the party gets underway, the hosts can hand out 20 $1-off coupons and two gift certificates for the ice cream.
People can enter online where they must submit a 350-word essay and can select preferred dates and ice cream flavors for the party. They can also opt in to receive The Scoop e-newsletter.
The Web site has been redesigned by interactive agency, Rivet St. Louis. Video submissions are being accepted for the first time and social networking features have been added. A partnership with Evite features a variety of templates visitors can choose from to create invitations. Also new to the program is the integration of Dreyer’s/Edy’s Facebook pages.
The program is aptly named Slow Churned Neighborhood after Slow Churned brand being promoted at the events.
Since the promotion’s debut in 2005, the socials have been held in 7,500 neighborhoods for about 750,000 residents.
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