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22squared, Baskin-Robbins Launch Soft Serve Into Summer with Super Soft Serve Slingshot 

ATLANTA, GA (July 30, 2013) – Advertising agency 22squared today announced the Super Soft Serve Slingshot promotion, a new creative campaign for Baskin-Robbins designed to build awareness of the brand’s soft serve offering, specifically their 31° Below® product. The centerpiece of the promotion is a two-minute video featuring four men dressed as 31° Below® mix-in toppings being tossed into a giant cup of “soft serve” via a giant slingshot.

“We wanted to create more than an ad; we wanted to provide Baskin-Robbins’ fans with native content that allows them to engage with the brand and all the 31° Below® mix-in toppings in a fun, timely way,” said John Stapleton, EVP Chief Creative Director, 22squared. "The Super Soft Serve Slingshot video gives them a story that is shareable and pays off the brand’s position of More Flavors, More Fun."

Production of the Super Soft Serve Slingshot video included the use of a 65-foot ramp, a high-power winch and stunt coordinators to launch four men costumed as 31° Below® mix-in toppings – Oreo®, Reese’s® Peanut Butter Cup, chocolate chip cookie dough and sprinkles – into a giant cup of faux Baskin-Robbins soft serve in the middle of a lake. To execute this stunt, 22squared and Baskin-Robbins collaborated with Los Angeles-based Becore, Inc., a leader in experiential marketing. With their history of creating interactive, action-based, memorable brand experiences like the Red Bull hub at the Vans U.S. Open of Surfing and the Nike SB Skate Safari Barge, Becore was the perfect partner to bring the giant slingshot concept to life.

"We were able to collaborate with 22squared right from the beginning to make this video as entertaining as possible,” noted Peter Abraham, Producer, Becore, Inc.. “We worked hard to realize their vision and to optimize the Baskin-Robbins Soft Serve story for maximum Facebook sharing."

The video will be available through the Baskin-Robbins Facebook page, BaskinRobbins.com and the brand’s YouTube channel, and promoted via Facebook content and companion banners through a partnership with Sharethrough. Viewers will be invited to vote for their favorite mix-in topping on the brand’s Facebook page, share the video with their friends via Facebook and Twitter, and receive special offers for Baskin-Robbins frozen treats.

“The Super Soft Serve Slingshot video is the perfect vehicle for us to highlight our 31° Below® mix-in treat and engage with our customers in a fun, unconventional way," added Dave Nagel, Director of Consumer Engagement, Baskin-Robbins. "We’re excited to see how fans share the content and which mix-in topping they vote for as their favorite jump.”

About 22squared
22squared creates exponential ideas for exponential results because who doesn’t want to add “squared” to their reach, advocacy or sales? We are the fifth largest independent agency in the country and we create big brand ideas for Baskin-Robbins, Buffalo Wild Wings, The Costa Rica Tourism Board, Florida’s Natural Growers, Publix Super Markets, Inc., Shoe Carnival, Southeast Toyota Distributors, and other iconic brands to spark conversation in the public at large and turn customers into advocates. How else could a 91-year-old shop reinvent itself and be awardediMedia’s Best Agency for Social Media? Visit 22squared.com to learn more.

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