Cornetto Launches Online Lick Challenge
The Cornetto Lick Challenge gives fans the chance to take on actor Nick Afanasiev, who is famed for his licking feats with his 8.9cm tongue.
Challengers need to have a webcam on their computer or smartphone. When the Cornetto appears on screen it’s time to start licking – from a distance. The faster you lick, the faster the Cornetto disappears.
Nick has been busy training for the challenge to get his tongue into the best possible shape. You can watch his tongue-in-cheek exercise programme in the video below:
“I am really excited to have joined up with Cornetto for the Cornetto Lick Challenge – it puts my tongue’s talent to great use. I am looking forward to some healthy competition, so go on, get online and have a go at beating me!”
However, there is a catch if you don’t beat Nick: you’ll have to lick – from a distance – a prickly cactus, smelly socks or a prickly hedgehog, and the video will be shared on your Facebook wall.
You can also challenge your friends on Facebook to find out who has the most talented tongue and stake your claim on the global leader board.
Alper Eroglu, Cornetto Global Senior Brand Development Manager, says:
“We’re giving our online community of fans a chance to interact with each other and Cornetto. The Lick Challenge combines an element of healthy competition with enjoying the iconic Cornetto ice cream. We can’t wait to see who beats Nick in this fun challenge.”
The Cornetto Lick Challenge is available on the Cornetto microsite www.cornettolickchallenge.com or to download as a smartphone app called ‘lick challenge’ from 10 April 2013.
I like the style and the ton-of-voice of this campaign, one way or another, the word ‘licking’ often makes people blush (be honest, what really crossed your mind seeing this guys tongue!?).
I’ve never seen an ice cream manufacturer emphasizing ‘licking’ such as in this campaign, so it’s definitely striking to me.
What about you?
What do you think of this kind of communication from an ice cream brand? Does it surprise you?
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About the author
Laurens Bianchi is an independent online marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Currently Laurens is also the Social Media Consultant for the Royal Dutch Football Association.