• by Lynn Russo , January 26, 2006

There are many ways to get maximum exposure for a word-of-mouth marketing campaign. One sure way is to get in front of millions of TV viewers. That's just what Cold Stone Creamery did with its "Fruitcake Freedom" rallies.

"Our philosophy is that it's better what others say about you," says company spokesperson Kevin Donnellan. "So word-of-mouth is really the cornerstone of what we've built our marketing strategy on." During the fourth quarter, the Scottsdale, Ariz.-based ice cream marketer created a word-of-mouth campaign designed to get consumers to "turn in" their unwanted fruitcakes in exchange for a discount on an ice cream cake.

Franchisees were sent "fruitcake freedom" picket signs they could use in front of their stores. The corporate marketing staff took the show on the road, specifically to New York, where staffers picketed the national morning chat shows. "We were able to capture visuals of our signage on the 'Today Show' and the 'CBS Early Show,' " says Donnellan. Franchisees kept up their "protests" throughout the quarter in their local communities, while consumers were encouraged to download a "Fruitcake Freedom" loyalty pledge poster for their home or office.

"I think word-of-mouth has immense potential for increasing loyalty," says Donnellan. "In the world we live in, we're inundated with ad messages and consumers are looking to build an intimate relationship with brands. I think that comes from buzz."