Can anyone make Canadians scream for ice cream?

February 15 2010, 8:31am

In its first ever Canadian assignment, creative community Poptent is joining forces with ice cream giant Ben & Jerry’s for a tasty user-generated content (UGC) video advertisement contest that will make customers drool. “Although we started in the U.S., the Poptent community now attracts creators from more than 80 countries. We’re excited now to reinforce this international presence with our first assignment from our neighbours in Canada.  And what a fantastic brand to kick off with,” said Tony Romeo, senior vice president and brand liaison, XLNTads and Poptent. Ben & Jerry’s is an iconic brand that has grown to become one of the most loved ice creams in the world. Made from only the best ingredients, the brand firmly believes in using its business as a tool for social and environmental change. With its relatively new release into Canada the company is looking to raise market awareness of its product. The Make Canadians Scream (for Ice Cream) contest asks participants to create a 30 second video that will attract consumers to the quality, variety and unique flavours that the brand offers. Ads should target those that share the same values as the brand and can follow this year’s marketing theme and tagline, “Crusading for a chunk filled Canada.” Community members can view a previously created advertisement from the U.K. as a source of inspiration and to better understand the style and tone of the brand, as well as download a few assets to help with their video creation. The deadline for the Make Canadians Scream (for Ice Cream) contest is March 21, 2010 at which point one video will be selected as the grand prize winner and will receive a one-time usage fee of $5000. In addition, XLNTads will select three editors’ choice awards with the top winner receiving $1000 and two runners-up receiving $500 each. “Ben & Jerry’s has always been a brand that likes to involve the people who love our ice cream,” said Shoshana Price, brand building manager, Ben & Jerry’s Canada. “With our most recent partnership with Poptent, together we’re providing film makers who love our ice cream with a forum to share their ideas about a brand that they truly care about. We are excited to see what they come up with!”