Baskin-Robbins Promotes Next 'Spidey'

Late Add Apr 1: Sony says Evian water, Revlon cosmetics and the U.S. postal service join Baskin-Robbins as lead promotion partners
By Robert Marich
   March 31, 2014—Ice cream retailer Baskin-Robbins introduces its third movie promotion ever with the next Spider-Man, giving the Sony Pictures release lots of in-store, social media and email exposure. Sony Pictures is set to release the PG-13-rated The Amazing Spider-Man 2 on May 2 in the U.S./Canada, with the Baskin-Robbins promotion starting tomorrow.
     Baskin-Robbins, which is a unit of Dunkin’ Brands, is
Spider-Man eyes Baskin-Robbins ice cream in an easy-to mount promotion since no actor approvals are required

mounting an in-store contest and introducing three Spidey-themed products. The products are an Amazing Spider-Man 2 flavored ice cream (red and blue vanilla-flavored ice cream with a dark chocolate), an ice-cream cake (topped by illuminated eyes that appear lit up) and Electro’s milk shake (named after the movie’s villain).
   The contest starts tomorrow (and runs until April 24) requiring for entries photos of fans in “Spider-Man pose and tag their photo on Instagram or Twitter with the special hashtag #BRHero,” says a Baskin-Robbins press. “Daily winners will be chosen by Baskin-Robbins based on creativity/originality, quality of the photograph and relevance to contest theme, to receive a The Amazing Spider-Man DVD and a The Amazing Spider-Man 2 poster, as well as a $25 Baskin-Robbins gift card.” There are other prizes as well.
   The roughly 2,450 Baskin-Robbins ice cream shops across the U.S. are participating. The tie-in was announced by John Costello, president, global marketing and innovation, Dunkin' Brands (the Dunkin Donuts coffee shop chain is a sister company).
   It’s Baskin-Robbin’s third movie promotion, after Captain America: The First Avenger in 2011 and Men in Black III in 2012.
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