Campaign – Friendly’s iScream Give Us a Shout campaign<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Company

Cellit Mobile Marketing – a premiere mobile marketing custom solutions provider (www.cellitmarketing.com) is working with Valassis, an ad and promotions agency, to promote Friendly’s, a franchisor of ice cream shops.

Goals

The mobile campaign serves 5 key goals for Valassis and Friendly’s:

1)      Increase awareness of Friendly’s among younger consumers.

2)      Transform the Friendly’s name from a traditional, family brand, into a more modern and hip brand.

3)      Create a fun and compelling activity for consumers.

4)      Spread the Friendly’s name through a viral campaign, incorporating consumer-generated content.

5)      Appeal to younger generation’s adoption of cell phones with photo and video capabilities.

Idea

Using Cellit Mobile Marketing technology, Valassis has launched a text-to-win video campaign on behalf of Friendly’s. Through in-store, radio and television advertisements, consumers are encouraged to “show how much you love Friendly’s, ice cream or life itself” by sending in pictures or videos displaying their affections. The technology savvy youth are further targeted by automatically entering every respondent into weekly and grand-prize drawings for products such as computers and digital cameras. All of the responses can be viewed on the campaign’s website (www.iscreamfriendlys.com), along with contest prizes, winners and rules.

Results

The response to the iScream Give Us a Shout campaign has been phenomenal so far. Thousands of entries were sent in via cell phones and computers during the first two weeks alone of the campaign.

About Cellit, LLC 

Cellit, LLC (www.cellitmarketing.com) Cellit develops innovative and cost-effective self-service solutions for mobile marketing, as well as custom mobile solutions for some of the world’s largest brands.  With clients including Hearst Corporation, HSBC, and Coors Brewing, Cellit has a reputation for delivering groundbreaking custom mobile applications in record time.  Cellit’s self-service products are applications that allow smaller companies to easily manage their own mobile campaigns from start to finish. Cellit is headquartered in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Chicago. Learn more at cellitmarketing.com or by calling 800-790-6597.

About Friendly’s

Friendly Ice Cream Corporation is a vertically integrated restaurant company serving signature sandwiches, entrees and ice cream desserts in a friendly, family environment in 510 company and franchised restaurants throughout the Northeast. The Company also manufactures ice cream, which is distributed through more than 4,000 supermarkets and other retail locations. With a 71-year operating history, Friendly's enjoys strong brand recognition and is currently remodeling its restaurants and introducing new products to grow its customer base. Additional information on Friendly Ice Cream Corporation can be found on the Company's website (http://www.friendlys.com/).

About Valassis

Valassis is the leading supplier of co-branded direct mail targeted with frequent shopper data, with direct access to frequent shopper data for nearly 50 million households across several leading retailers. Valassis offers a wide range of marketing services to consumer packaged goods manufacturers, retailers, technology companies and other customers with operations in the United States, Europe, Mexico and Canada.