• June 17, 2008

In conjunction with the July 11 release of New Line Cinema's new adventure film, "Journey to the Center of the Earth," Dippin' Dots ice cream is running a six-week promotion that began June 13.

Consumers can enter at dippindots.com/journey. Each applicant is automatically entered in a weekly drawing for "Journey to the Center of the Earth" movie tickets, posters and memorabilia as well as Dippin' Dots ice cream party packs and merchandise.

The promotion and sweepstakes were conceived and will be promoted extensively through social networks, blogs and viral marketing by Matrixx, a branded entertainment firm.

--Nina M. Lentini