Klondike Renews Ad Campaign with $100,000 Video Contest
Unilever USA is bringing back its popular Klondike Bar ad campaign with a twist that invites people to upload videos to show what lengths they would take for the frozen treat.
Visitors can submit videos ranging from 15 seconds to 90 seconds of the outrageous stunts and antics they’d perform for the ice cream novelty to http://www.klondikecontest.com. Categories include Laughs, Flaunt It, Did you See That? and Everything Else. Each entry must feature a positive reference to or visual of someone enjoying a Klondike product and include the phrase “Klondike Bar.”
Submissions in the “What Would You Do for a Klondike Bar” contest will be accepted through July 31. People can vote on their favorites on the site. Semi-finalists will be selected based on fan ratings and judges’ feedback. Four finalists will be revealed in August when visitors can choose the winner.
One grand-prize winner will receive $100,000 and a trip for two for a digital short consultation with Andy Samberg, Akiva Schaffer and Jorma Taccone of “Saturday Night Live.” People who vote on the entries will have a chance to win $25,000.
More than 30 videos so far are posted on the site for viewer rating.
Klondike spread the word about the promotion last month, airing two TV spots during the May 15 finale of “My Name is Earl.” It also was featured via a product placement deal, in which one the show’s characters, Randy, showed some of the crazy things he would do for a Klondike bar. The brand was also shown in a live TV spot during “The Tonight Show last month.
Online advertising, including homepage takeovers on AOL and You Tube and ads on other Web sites and TV spots also support the contest. Klondike is working with several of agencies on the contest, including Story Worldwide, GolinHarris, DDB Worldwide, Mindshare World and Mindshare Interaction.
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