WTF is Carvel Thinking?

Can you hear me shaking my head?

Atlanta-based Carvel Ice Cream developed a way cool (and effective) mobile initiative that generated 52,000 participants last year. Saying they were "pretty pleased," they are also saying they have no plans to continue their foray into mobile marketing in 2009 because of a questionable ROI.

Wait, 52,000 people responding to first-time mobile marketing for Ice Cream? And the ROI is questioned?

Instead, the company says it'll go back to "tried and true" marketing during these tough times.

Yeah, that rattle? Pretty sure that IS me shaking my head.

Thanks to friend Maua Gast for the catch.