Next time you get yourself a Cornetto ice cream, look before you eat – you may have won yourself an MP3 player.

Streets kick’s off its ‘Proof 2′ campaign by attempting to get Australian ice cream lovers to hunt for one of 10,000 MP3 players randomly frozen inside Cornetto cones.

A world first according to Streets marketing director, Andrea Martens, the camapign follows on from Streets award winning ‘Proof’ campaign in 2008 which featured executioner, Terry Hatchet, in a TVC and digital campaign.

“It’s never been done before. With the success of last year’s campaign we knew we needed to come up with something that was not only ‘out-of-the-box’ but would truly engage with our target audience in their own environment and send them charging to their nearest store to take advantage of this unique offer,” says Martens.

Winners will find a Samsung S2 Pebble MP3 vacuum sealed inside their replica Cornetto cone, which is exactly the same weight, size and texture as a normal Cornetto.

These cones will also contain a code which consumers will need to register along with their details, via phone or internet to receive the full prize package valued at more than $60.

Prize winners will also be able to download a new track by DJ Goodwill, dubbed ‘I Scream’, and will be available as a free download at the Cornetto website (

For those who bought the ice cream for the ice cream, don’t despair – you’ll also be able to redeem a free Cornetto by tearing off a section of the redemption card and handing it to the bloke at the counter.