Whale Call

Carvel's “spokeswhale” Fudgie is swimming into mobile marketing this summer to promote the chain's new line of frozen drinks.

Consumers who text “Fudgie” to 78247 will receive a coupon for one of Carvel's Arctic Blenders drinks and a chance to win one of five 42-inch TVs.

Texters also will be directed to www.carvel.com, where they can play a virtual matching game for a chance to win a technology package including a flat-screen TV, HD DVD and MP3 players, and a laptop computer. Carvel worked with Brand Movers to develop the texting campaign.

Fudgie, who debuted in 1976, is no stranger to social media; the ice-cream whale also has MySpace and Facebook pages.

“We've done a great job connecting with a new demographic [through] some of our online efforts,” says Carvel Ice Cream president Gary Bales. “Our consumers have gotten engaged with the brand and have come to know a slightly more quick-witted and irreverent side of Fudgie. Mobile marketing seemed like a logical next step for connecting with our younger, more tech-savvy consumers.”

At press time, Cookie Puss could not be reached for comment