iScream puts out challenge

By Danielle Paine, Reminder Assistant Editor

WILBRAHAM Friendly's is out to prove that their ice cream is worth screaming about, with their latest promotion, iScream Friendly's.

The contest is simple, anyone over age 13 can submit a video or photo that "screams" their love of the brand, restaurant or favorite flavor for a chance to win high-tech prizes including an Apple TV, Canon digital camera, a Video iPod and Bose SoundDock system.

From now until Aug. 12, the public can vote on their favorite submissions, posted at www.iscreamfriendlys.com. Weekly finalists, plus 60 wildcard entries will be judged in a final contest, where the grand prize winners in both categories will receive a $10,000 Apple shopping spree. Second and third prize winners in each category will win $5,000 and $2,500 Apple shopping sprees.

Entries are already rolling in.

"There a lot of happy people. Some are shots in the Friendlies restaurants, cute little kids with ice cream all over their faces and older kids just having fun," said Hope MacManus, marketing manager for Friendly's. "There is a even a picture of a kid doing an ice cream dance, it's very cute."

This initiative by Friendly's targets teens and young adults via high-tech gadgets to show their passion for the restaurant and ice cream. Also as part of targeting this demographic, the company has launched a new line of chilly summer beverages, Iced Latte and Friendly's Chillers.

Iced Latter, available in regular, mocha, caramel, hazelnut and french vanilla, are made with specialty coffee swirled with cream. Friendly's Chillers are a mix of Sprite and orange juice over ice with a splash of fruit flavors including blue raspberry, cherry and pineapple. Both are $2.99.

"We wanted to get the kids once they left the kids menu, we're just looking to become more relevant to them as they get older," MacManus explained. "The best way to reach them is probably through their cell phone or through the computer."

Mohawk-clad street teams will also soon be spotted promoting the contest at Friendly's locations in more than 15 cities across the Northeast and Mid-Atlantic United States during July and August. While showing people how to enter the iScream contest, they will be giving away coupons for free Friendly's Chillers and Iced Latter.

Each week for the next seven weeks, the top ten videos and photos will be picked for judging which starts July 6. A "Tell-A-Friend" feature in the Web site lets people share their submissions with friends as they try to rack up as many votes as possible.

"Hopefully it will be something creative and fun," said Maura Tabios, director of public affairs for Friendly's, about the winning entries of the iScream contest. "It doesn't have to be something elaborate."