Cold Stone Creamery Launches iMix America™
Ice Cream Creation Contest
Contest Aims to Engage Generation Y and Drive Store Traffic
Nationwide
SCOTTSDALE, Ariz. (Business Wire EON/PRWEB ) August 12, 2008 --
Today, Cold Stone Creamery,
one of the fastest growing international ice cream concepts, launched iMix
America™ Ice Cream Creation Contest, an
interactive and progressive contest engaging high school students and
ice cream lovers nationwide.
From April 27 to June 16, applications were accepted at www.iMixAmerica.com
from students currently attending high school and within close proximity
to any of the brand’s nearly 1,400 domestic
stores. Applicants were recruited through the social networking sites MySpace™
and facebook™,
as well as point-of-sale signage in Cold
Stone Creamery locations nationwide.
Of the 9,476 students that applied from all 50 states, Guam and Puerto
Rico, 1,000 were chosen to become iMix America contestants based on
their answers to the application questionnaire which evaluates the
individual’s ability to market their custom
ice cream Creation™. The advancing
contestants were then asked to register their custom Creation on the
contest Web site where they can access tools to promote the purchase of
their Creation through their social networks.
Any guest that orders an iMix America Creation will be given a unique
voting code which they can use to vote online at www.iMixAmerica.com.
Based on the number of votes their signature Creation™
receives, contestants will progress through three competitive
field-reducing brackets over five months ending Dec. 31, 2008. Voting
for first bracket of the competition runs from Aug. 11 through Sept. 30.
The grand prize package, worth $30,000, includes automotive, travel,
electronics and cellular products and services which will be awarded in
January 2009 at the Cold Stone Creamery headquarters in Scottsdale, Ariz.
"We wanted to create an intriguing contest that would engage Generation
Y and expose new people to our super-premium ice cream," said Dan
Beem, president of Cold Stone Creamery. “The
iMix America contest highlights the imaginative nature of the brand
known for its endless options and possibilities while also allowing
Generation Y to mix their own creation.”
Generation Y, otherwise known as the MySpace generation, is typically a
difficult demographic for marketers to reach through traditional
advertising. Young adults in this group between the ages of 15 and 24
years old spend 242 minutes on average per month on MySpace alone. By
creating a contest that is promoted through social networking sites,
Cold Stone Creamery has the potential to tap into this tech-savvy
generation that makes up a large portion of the brand’s
customer and crew member population.
About Cold Stone Creamery
Cold Stone Creamery delivers The Ultimate Ice Cream Experience®
through a community of franchisees who are passionate about ice
cream. The secret recipe for smooth and creamy ice cream is handcrafted
fresh daily in each store, and then customized by combining a variety of
mix-ins on a frozen granite stone. Headquartered in Scottsdale, Ariz.,
Cold Stone Creamery is part of Kahala,
a leading brand-building franchisor with a portfolio of diversified
restaurant brands.
For more information about Cold Stone Creamery, visit the brand’s
Web site at www.coldstonecreamery.com.
For more information about Kahala, visit the company’s
Web site at www.kahalacorp.com.
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