Baskin-Robbins is promoting its ice cream cakes as a summer treat with a record-setting dance event, a video contest and $9.99 ice cream cakes, the company has announced.
On Aug. 1, the company set a new Guinness World Record, pending final approval, for the Largest Cheerleading Dance to the tune of "Ice Cream and Cake" by the Buckwheat Boyz.
Baskin-Robbins organized the Largest Cheerleading Dance with Mario Lopez of Extra TV and the Universal Cheerleaders Association (UCA) to celebrate the launch of its new Ice Cream and Cake Dance Video Contest. The online contest asks Americans to channel their love of Baskin-Robbins and ice cream cake into creative dance videos for a chance to win a $10,000 grand prize.
"No food embodies 'fun' more than ice cream," said Srinivas Kumar, chief brand officer for Baskin-Robbins. "With the Guinness World Record attempt, the launch of our new Ice Cream and Cake Dance Video Contest, and our $9.99 ice cream cake offer, Baskin-Robbins is celebrating the creativity of our customers and helping to spread fun this summer."
At the cheerleading event, Lopez welcomed a group of 227 cheerleaders who performed a choreographed dance to the "Ice Cream and Cake" song. Baskin-Robbins donated $1 for each record-setting participant, on behalf of the UCA, to the Muscular Dystrophy Association.
Video contest
The Ice Cream and Cake Dance Video Contest will accept entries through Sept. 9. Entrants can log on to www.BaskinRobbins.com/VideoContest to download the "Ice Cream and Cake" song for free and upload their own creative dance videos to the site. Five semifinalists will be selected by a combination of public voting and expert judging by a panel of Baskin-Robbins and UCA judges.
The semifinalists will then compete in a public vote for a chance to win one grand prize of $10,000 and $1,000 in ice cream cake gift certificates, one first prize of $5,000 and $500 in ice cream cake gift certificates, and one second prize of $1,000 and $100 in ice cream cake gift certificates. Prizes will be awarded based on a combination of the judging percentage score and the percentage score from the public vote.
The top five semifinalists will be announced on or about Sept. 25, and winners will be announced on or about Oct. 12.
