Restaurant chain Krystal is rolling out a new line of ice cream milkshakes for summer and is supporting the effort with coupons and a themed marketing campaign.
The Chill Out campaign includes e-mails to subscribers with advice on how to stay cool. Tips include:
*Turn off the hot stuff. Switch off your computer and any lights not in use.
*Stay out of the kitchen. Avoid using the oven and let dishes air dry.
*Take a cool shower.
The company is also offering a coupon for a free MilkQuake via e-mail and on its MySpace page at MySpace.com/KrystalLoversLounge. On the site, visitors can share their own earth-friendly summer survival advice.
P-O-P materials, TV spots and print and online ads at Krystal.com support the campaign.
MilkQuakes are 20-ounce ice cream shakes available in vanilla strawberry or chocolate. Each sells for $2.79.
The Johnson Group handles P-O-P, Varnson Group, created the TV spots, The SuperGroup oversees online marketing and Wicked PR is in charge of the social networking site.
Network
