Friendly's iScream

In summer 2007, Friendly’s gave a shout out to consumers – asking them to “scream” their love and passion for the brand through an interactive campaign called iScream Friendly’s. Created by Cone, the iScream Friendly’s campaign goal was to provide teens and young adults an opportunity to engage with the 72-year-old brand and compete to score cool prizes. iScream Friendly’s was also timed to generate awareness and trial for two new summer beverages, Iced Lattes and Friendly's Chillers.

From June 4 to August 12, consumers aged 13 and older were invited to submit videos and photos to a newly created Web site (www.iscreamfriendlys.com) that they thought best represented their passion for Friendly’s. The winner, chosen by the general public, won a $5,000 Apple shopping spree. In addition to the online contest, Friendly’s street teams sporting funky Mohawks pounded the pavement in more than 15 cities across the Northeast and Mid-Atlantic United States during July and August. These teams distributed coupons for free Friendly’s Chillers and Iced Lattes and showed consumers how to enter the iScream Friendly's contest.

Marketing results included:

• 3,720 total entries (3,507 photos, 216 videos) and an additional 2,468 people registered to vote or comment
• 8,871 SMS initiations and 6,655 mobile opt-ins – a 75% opt-in percentage
• 201,265 Web site views

Underground campaign resulted in:

• A spike in mobile messages in 17 of 20 markets on the days street teams visited a local city
• More than 45,000 consumer interactions

Media outreached results included:

• The New York Times, Beverage Industry, Chain Leader, Boston.com, Boston Now, Nation’s Restaurant News and the Tampa Tribune
• 14 blog posts including the Huffington Post