Baskin-Robbins Launches Cake-A-Day Giveaway
Baskin-Robbins is out with a new promotion that offers the chance to win an ice cream cake of choice.
The campaign is designed to generate awareness of Baskin-Robbins’ original ice cream cakes, as well as promote a new offering: Fudge Crunch Cake, featuring two layers of ice cream and a layer of fudge and chocolate crunchies in between.
Baskin-Robbins is also using the promotion to increase membership of its Birthday Club program. People who sign up for the club receive a free scoop of ice cream on their birthday and a discount off an ice cream cake.
To date, more than 1.2 million members have registered for the program, Dave Nagel, Baskin-Robbins’ director of brand excitement, said.
“It’s a great way for us to talk to our most loyal members,” Nagel said of the club.
To enter the giveaway, visitors register at BaskinRobbins.com through Sept. 30. On the site, people complete the form and answer two questions: who they would share their ice cream cake with and what flavor they would choose for their cake.
Winners will receive $40 in Baskin-Robbins gift certificates redeemable for an ice cream cake at stores nationwide. One winner will be selected each day of the promotion.
Online marketing supports the sweepstakes.
And under a separate promotion, Baskin-Robbins is decking out its stores with all things Oreo. Under a partnership with Kraft’s Oreo cookie brand, the ice cream chain is rolling out 10 Oreo ice cream offerings available in participating stores nationwide called Oreo Explosion.
The Oreo-inspired desserts, which include an Oreo Cookie cake, Chocolate Oreo Shake, an Oreo Layered Sundae and Oreo Cookie Pie, will be available through Nov. 4
To celebrate the new offerings and the back-to-school season, Baskin-Robbins will host Oreo Ice Cream Lick-A-Thons at participating stores on Sept. 20. The first person at each event to lick the ice cream, eat the cone and show their tongue will be crowned Lick-A-Thon Champions.
The company is launching the stunts to lure customers in-store to try an Oreo product. Area franchises may award winners small prizes such as gift certificates for their accomplishment, the company said.
“Oreo is America’s favorite cookie,” Nagel said. “The races are a way to come out and have a good time in our stores.”
Baskin-Robbins handles the promotions internally. Schneider Associates handles PR for the brand.
