As part of Blue Bunny’s ongoing effort to bring some “Funlightenment” to a summer like no other, the brand has made some serious upgrades to the classic ice cream truck, which is visiting five U.S. cities before the season ends—starting tonight.
The “Ice Screen Truck,” which is outfitted with a truck-sized movie screen on the side, will make stops in Denver, Chicago, Cincinnati, St. Louis and Le Mars, Iowa—home of Blue Bunny parent company Wells Enterprises and so-called ice cream capital of the world.
In each city, the truck will pull into the driveways of two lucky winners each night at 5:30 and 8 to host a movie night, featuring a movie of the winners’ choice with ice cream treats, T-shirts, social distancing blankets and masks for attendees. The truck will spend five nights in each city.
“We are passionate about building brands with powerful purposes,” said Joe Brooks, vp of marketing at Wells Enterprises, adding that the Ice Screen Truck is a perfect example of that. “In this case we are helping adults battle boredom during this very unusual summer, by bringing accessible fun directly to consumers when they need it most.”
The events are part of Blue Bunny’s efforts to promote its new Load’d Cones and Load’d Sundaes products—which will be distributed to movie watchers at each of the events along with snack-sized Mini Swirls. The treats will be handed out by Blue Bunny staff through a “nearly contactless” window, abiding by all health and safety protocols.
Blue Bunny has established clear guidelines for ensuring safe experiences in light of the coronavirus pandemic. The truck driver will be abiding by all CDC recommendations to prevent the spread of Covid-19, the brand said, and employing social distancing measures at each event.
The movie nights will be restricted to 20 attendees, unless otherwise restricted by state, local or CDC guidelines. The Blue Bunny truck driver will fill out a health questionnaire and have their temperature checked before each event, and the truck will be fully sanitized between visits. All brand representatives will wear masks throughout the experiences and request that winners do as well.
Fans can enter to win a visit from the Blue Bunny Ice Screen Truck on the “Funlightenment” campaign website. Winners will be notified via email and given 36 hours to verify their driveway location, movie choice and agree to the brand’s Covid-19 guidelines.
This stunt isn’t the campaign’s first activation this summer. In an ongoing attempt to offset the disappointment of canceled summertime activities, the brand is allowing fans to trade in canceled tickets for a chance to win prizes. In late June, the brand gave away 100 inflatable pools to fans. More than 20,000 people entered the drawing.