Ice Cream and Flower Brands Pair for Ultimate Birthday Party
In an effort to build customer loyalty databases, drive consumers in-store and generate brand awareness, Cold Stone Creamery and 1-800-Flowers.com have paired in a birthday party sweeps.
For Cold Stone, its ice cream and cake products are a perfect fit with 1-800-Flowers.com’s blooming posies when consumers are readying birthdays.
The Your Ultimate Birthday Party Sweepstakes launched Sunday and will give away more than 5,000 prizes, including the grand-prize all-expense-paid birthday celebration in either New York City’s Times Square, Cold Stone’s world headquarters in Scottsdale, AZ, or the winner’s hometown.
Cold Stone hopes to drive opt-ins for its birthday club, while 1-800-Flowers.com will build its roster in its Gift Reminder Program. Consumers play by entering codes found on game pieces at one of Cold Stone Creamery’s more than 1,400 retail locations. The codes are entered at 1800flowers.com/coldstone where an instant-win game lets players “spin the handle” of a jack-in-the-box, which jumps out to let the player know if they have won or not. Bonus instant-win plays can be had if players opt-in to receive further communications from the brands or by joining 1-800-Flowers.com’s Gift Reminder Program. Players move on to another page where a viral component lets them tell up to five friends about the promotion. Each person that refers five friends gets another entry in the sweeps. Non-winning players get a $5-off coupon from 1-800-Flowers.com and a $3-off coupon for any signature cake at Cold Stone Creamery. Consumers can play three times a day. The promotion ends Nov. 15.
If the grand-prize winner chooses the Times Square celebration, the prize package includes a three-day and two-night stay, six tickets to a Broadway show, a party at the Times Square Cold Stone Creamery location with 15 friends, gift bags for all guests that include Cold Stone Creamery Gift Cards and premium items; a birthday gift bag that includes a $120 Cold Stone Creamery Gift Card and premium items; and $1,000 spending money.
The celebration at the Cold Stone Creamery headquarters in Scottsdale, Arizona includes airfare, a three-day, two-night stay, a mid-size rental car for three days, a $1,000 Westcor Gift Certificate to be used for a shopping spree at Scottsdale Fashion Square, a choice of $120 spa treatment or tickets to a local sporting event, a desert Jeep tour for four, a party at the headquarters, gift bags and gift cards.
A winner that opts for the neighborhood party receives ice cream and cake for 100 guests, $1,000 for party decorations, 100 invitations including printing and mailing, a party planning budget of $4,100, gift bags and gift cards.
Promotional teasers on both brands’ home pages, e-mail blasts to existing customers, radio spots and P-O-P displays at Cold Stone Creamery locations support. EPrize, Pleasant Ridge, MI, handles.
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