Dippin’ Dots’ first-ever movie partnership with New Line Cinema’s “Journey to the 
Center of the Earth” was a hugh opportunity for the 300 store chain. The goal of the cryogenically frozen ice cream bead company was to drive repeat purchases nationwide.
A series of collector’s cards, custom printed beach towels and a trip to Reykjavik, Iceland were the prizes offered in the sweepstakes that ran this past summer. The collector cards were made up of four different scenes from the movie. On the back of the cards was a maze that when completed it an image of a dinosaur or the outline of Iceland. The cards were also coded driving consumers to the Dippin Dots website so they could enter to win the prizes.
The prizes included the trip to Iceland, DVDs, movie posters and a party pack that included a logoed beach towel. “Towels tie into summer,” Terry Reeves, communications director for Dippin’ Dots said the printed towels they used were a great way of advertising the promotion. The main goal was building a database of people opting into the loyalty program. Offering the collector’s cards [and other prizes] entices them to become repeat consumers.
Tim Somers
Bizarre Promotions, Inc.
