Hershey Co. today kicks off Ice Breakers’ sponsorship of Hilary Duff’s concert tour with a mobile marketing vehicle that will hit 30 of Duff’s concerts and local retailers.
The mobile tour, which carries Ice Breakers Liquid Ice ad tagline “It’s Twice as Nice with Liquid and Ice” centers on a Hummer H2 wrapped in Ice Breakers graphics. Fans can get Liquid Ice samples, play games and enter a trivia contest to win concert-ticket upgrades and Ice Breakers-branded premiums. The vehicle tours concert venues and retailers through September. Marketing Werks, Chicago, handles the tour.
The tour dovetails with an online sweeps that will award a shopping spree for four with Duff and her sister Haylie, who both appear in Liquid Ice’s ad campaign themed “You’re so right.” Twenty-five first-prize winners get a one-year membership in the official Hilary Duff Fan Club along with a “welcome kit” that includes a Hilary Duff watch, dog tag, mouse pad, magnet photo frame, identification card and custom pocket folder. The sweeps runs through September.
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