Rogers is conducting a traveling out-of-home promotion tied to the back-to-school season. The promotion makes use of a branded ice cream truck which is touring various Ontario university campuses to distribute free ice cream. The wrap around the ice cream cones contains information about the company's television and Internet service bundle for students. Students who visit the truck can also sign-up for the offer immediately. The promotion is being supported with online and on-campus advertising. The campaign was developed by OMD, with creative by Publicis. Tour execution is being managed by Velvet Media.