CheckPoints' iPhone and Android applications will be used to drive consumers to engage with featured products and new flavors at every U.S. retail establishment where Dreyer's or Edy's products are sold.
The national effort is made of more than 60 local micro campaigns, all of which are represented in the CheckPoints application, co-founder and President Todd Dipaola says.
Consumers will be encouraged to visit grocery stores and retail locations where Dreyer's or Edy's Ice Cream products are sold, fire up the application and venture to the ice cream aisle to scan featured products -- Dreyer's SlowChurned Triple Cookie Fudge Sundae, for instance -- and learn more about them.
At certain locations, shoppers will be awarded a $4-off coupon at checkout to be redeemed at a future date, should they spend $12 on Dreyer's products. The CheckPoints application will feature the offer where available, along with additional retailer specials.
The initiative, said to be the first mobile marketing engagement effort for Nestle's Dreyer's products, ties into the brand's larger print, digital and television advertising campaign for the summer.