Dippin’ Dots Ties Sweeps to New Line Cinema Flick

Online banners support Dippin' Dots' sweepstakes promoting "Journey to the Center of the Earth."

Dippin’ Dots is hyping up the upcoming release of New Line Cinema’s “Journey to the Center of the Earth” with an online sweepstakes.

Customers can enter at www.dippindots.com/journey through July 25. One grand-prize winner will receive a four-day trip to Reykjavik, Iceland, including airfare and hotel accommodations. Each person who registers will be entered into weekly drawings for a chance to win movie tickets, posters, memorabilia and Dippin' Dots ice cream party packs and merchandise.

People can earn additional entries by collecting four character cards, which feature computer-generated creatures from the film. The cards are available at participating Dippin' Dots locations, and feature codes that can be entered on the Web site.

Branded entertainment firm matrixx developed the campaign supported by social networks, blogs and viral marketing.

“Journey to the Center of the Earth” tells the tale of a man who discovers an endless cave that leads him deep into an unknown world filled with obstacles and unimaginable creatures. The movie opens nationally July 11.

Dippin' Dots, the firm that makes cryogenically frozen beads of ice cream, yogurt, sherbet and flavored ice, are sold in 300 franchised retail locations.

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