LOS ANGELES, CA. (Top40 Charts/ DreyerÂ's/ EdyÂ's)– As a further extension of the DreyerÂ's/EdyÂ's Slow Churned Light Ice
Cream partnership with the American Idol brand, American Idol Underground (www.idolunderground.com), has launched its first full site-wide brand messaging program for a sponsor. Fluid Audio NetworksÂ' operates the American Idol Underground Web site, which allows independent artists to get their music heard and compete head-to-head in online competitions across more than a dozen different musical genres, while also giving fans the opportunity to discover new music.
For this program, DreyerÂ's/EdyÂ's Slow Churned light ice cream will be featured prominently throughout the American Idol Underground Web site through the month of May 2007. As part of the site-wide messaging music genres have been renamed to reflect the new DreyerÂ's/EdyÂ's Slow Churned American Idol light ice cream flavors. As of today, emerging artists and fans can listen to musical genres such as Choc nÂ' Roll Caramel (Rock), Soulful Sundae Cone (R&B), Hollywood Cheesecake (Pop), Triple Talent (Rap) and Take the Cake (Country).
Â'This promotion with American Idol Underground gives us an opportunity to extend our messaging directly to a hard-core segment of the American Idol fan base online, providing further integration with the American Idol Brand,Â' said Suzanne Ginestro, Senior Media Relations Manager at DreyerÂ's/EdyÂ's. Â'We have seen great results from the promotion so far.Â'
As part of the promotion, the American Idol Underground Web site will take on a DreyerÂ's/EdyÂ's Slow Churned brand theme, including backgrounds, color scheme and the online radio player, all of which are being geo-targeted to account for DreyerÂ's diversification between west coast and EdyÂ's (east coast). In addition, visitors to www.idolunderground.com link over to the DreyerÂ's/EdyÂ's Slow Churned light ice cream sweepstakes where fans can enter for a chance to win a trip to the finale of American Idol.
Â'DreyerÂ's/EdyÂ's Slow Churned brand has been a great partner for American Idol this season and we are particularly excited by the opportunity to extend their promotional campaign onto the American Idol Underground Web site,Â' said Justin Beckett, CEO and founder of Fluid Audio Networks.
This cross-promotion represents DreyerÂ's/EdyÂ's Slow Churned light ice cream only site-wide American Idol branded integration of the licensed product.
The American Idol Underground Web site is powered by Fluid Audio Networks and is licensed by FremantleMedia Licensing Worldwide, Americas, the U.S. licensing division of FremantleMedia, one of the largest international creators and producers of program brands in the world.
