Ice cream on-line

Ice cream on-line – Ben & Jerry’s Homemade Inc and Yahoo Inc consumer sweepstakes

Donna Gorski

Ben &Jerry’s and Yahoo! help connect schools to the Internet with its Lids for Kids’ promotion

Like it or not, the Internet is here to stay, making it more important than ever that children learn how to access on-line information early in their education.

Recognizing this, Ben & Jerry’s Homemade Inc., South Burlington, Vt. and Yahoo! Inc., a leading Internet guide, have teamed up to help schools get connected to the Internet through a consumer sweepstakes promotion. Dubbed “Lids for Kids[TM],” the national sweepstakes invites people to send in lids from pints of Ben & Jerry’s products to support NetDay, a grass roots volunteer organization formed to help connect all of America’s public and private K-12 schools to the Internet.

NetDay’s goal for each school in America is to connect five classrooms and a library (or computer lab) to the Internet. NetDay organizers, sponsors and volunteers around the country are organizing a national wiring day on Oct. 25. On or before this day, NetDay hopes to have all schools make at least one connection to the Internet, a sort of roll call. To do this, volunteers will access the NetDay Web site at www.netday.org, find their school’s home page, and enter information about the status of computer technology in their school.

“NetDay is not just about making the wire connections that make network and Internet access a reality,” says Michael Kaufman, co-founder of NetDay. “We’re making and strengthening the connections between people, both inside and outside the classroom, who share a common goal: to provide the best possible education for our children. NetDay is pleased to partner with Ben & Jerry’s and Yahoo! to help make that goal a reality.”

Lids for Kids

Launched on Aug. 25, the Lids for Kids sweepstakes offers people a chance to help NetDay and win more than 25,000 prizes for sending in lids from pints of Ben & Jerry’s ice cream low-fat ice cream, frozen yogurt and sorbet. The promotion is featured on the packaging of Ben & Jerry’s newest ice cream flavor – Peanut Butter and Jelly – as well as on pints of its best selling flavor – Chocolate Chip Cookie Dough.

For every lid collected, Ben & Jerry’s and Yahoo! are contributing 10 cents to NetDay, with a goal of $100,000. The sweepstakes runs through June 30, 1998, with the grand prize being a lifetime supply of Ben & Jerry’s products. First prize is a trip for two to Ben & Jerry’s home state – Vermont. Other prizes include free pints and special edition Ben & Jerry’s and Yahoo! T-shirts and stickers.

In addition to being promoted on the packaging of the two aforementioned flavors, Lids for Kids is supported with advertising on several of Yahoo!’s Web sites, including the main site front page (www.yahoo.com), Yahooligans! Web site for kids (www.yahooligans.com) and My Yahoo! (www.my.yahoo.com). Various grocery store point-of-sale materials, radio tags and public relations events will also support the sweepstakes.

“I get really excited when I think of all the educational resources available on-line,” says Ben & Jerry’s co-founder Jerry Greenfield. “I spend a great deal of time engaged at the Ben & Jerry’s Web site (www.benjerry.com) with my favorite educational activity – Make Ben and Jerry Hairy[TM].”

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