Industry News | May 8, 2008
Carvel Dives Into Mobile Marketing
The nation’s favorite spokeswhale, Fudgie, is breaking into mobile marketing with Carvel’s Arctic Summer Sweepstakes. He is asking consumers to text “FUDGIE” to 78247 to receive a coupon for one of the new blended coffees or Arctic Blenders and a chance to win one of five 42-inch televisions. Additionally, consumers can visit www.carvel.com and play a virtual matching game for a chance to win a technology package that includes a 42” flat screen TV, surround sound system and HD DVD player, or $2,500; a laptop computer, or $1,000; or an 8GB MP3 player, or $250.
“We have done a great job connecting with a new demographic with some of our online efforts including MySpace and Facebook,” explains Gary Bales, president of Carvel Ice Cream. “Our consumers have been able to get engaged with the brand and get to know a different side of Fudgie the Whale--a side that is slightly more quick-witted and irreverent--with some of these online vehicles. Mobile marketing seemed like a logical next step in connecting with our younger, more tech-savvy consumers.”
“We worked with Brand Movers on developing a text messaging program where consumers could opt in to receive future text alerts from Carvel, but would not be subject to spam on their cell phones,” says Lori Peterson, director of marketing for Carvel Ice Cream. “It was important that participants receive instant gratification which is why all ‘texters’ receive a coupon immediately, even if they are not winners of the sweepstakes. Of course, we also considered the fun-factor with this promotion. The online matching game is just fun enough to distract you a little while during work, but not distracting enough to get you fired.”
Carvel is encouraging consumers to participate in the Arctic Summer Sweepstakes from now until July 31, 2008.
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