Industry News | August 3, 2009

Baskin-Robbins Sets Record to Kick-Start Promotion

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As part of its new promotion, the “Ice Cream and Cake Dance Video Contest,” Baskin-Robbins announced the setting of a new Guinness World Record for the Largest Cheerleading Dance (record pending). Baskin-Robbins organized the Largest Cheerleading Dance with help from Mario Lopez of “Extra TV” and the Universal Cheerleaders Association (UCA). The online contest asks Americans to create dance videos about Baskin-Robbins and ice cream cake for a chance to win a $10,000 grand prize.

For the record-setting dance, a group of 227 cheerleaders performed a choreographed dance to the "Ice Cream and Cake" song by the Buckwheat Boyz. Baskin-Robbins donated $1 for each participant, on behalf of the UCA, to the Muscular Dystrophy Association.

The Ice Cream and Cake Dance Video Contest will accept entries through September 9. Entrants can download the "Ice Cream and Cake" song for free online and upload their own creative dance videos to the site. Five semifinalists will be selected by a combination of public voting and judging by a panel of Baskin-Robbins and UCA judges. These semifinalists will then compete in a public vote for a chance to win one grand prize of $10,000 and $1,000 in ice cream cake gift certificates, one first prize of $5,000 and $500 in ice cream cake gift certificates, and one second prize of $1,000 and $100 in ice cream cake gift certificates.

Each person can enter an unlimited number of different videos, with no purchase necessary to participate. Entries will be judged based on the following criteria: choreography of the Ice Cream and Cake dance (35 percent); overall visual appeal (20 percent); and originality/creativity (20 percent). The remaining 25 percent will be awarded through public voting. Full contest rules are available at www.BaskinRobbins.com/VideoContest.