To introduce consumers to its new ice cream line, Starbucks and Unilever are offering free pints to Facebook users.
Through July 19, participants can visit http://apps.facebook.com/starbucksicecream. At the top of every hour, they will have a chance to give a pint of Starbucks ice cream to a friend or family member.
Each hour, 800 pints will be given away, with a total of 280,000 for the duration of the promotion. While the promotion encourages participants to send the treat to friends, less generous users also have the option of simply sending the coupon to themselves.
Users who don’t jump on the opportunity fast enough have to check back later whether the supply of 800 has already been given away.
The promotion touts the four flavors of Starbucks ice cream, which debuted in the spring. Based on Starbucks beverages, the flavors are Caramel Macciato (coffee and vanilla ice creams with swirls of caramel), Mocha Frappuccino (coffee and chocolate ice creams), Java Chip Frappuccino (chocolate ice cream with chunks of dark chocolate) and Coffee (coffee and espresso ice creams).
Unilever signed a licensing agreement with Starbucks in September 2008 for the exclusive manufacturing, marketing and distribution of Starbucks ice cream.
Source: Alex Palmer – Progressive Grocer