Engaging Fans In Brand Activations
Dairy Queen Blizzard Battle
7.6 million earned media impressions
95 percent video completion rate
When Dairy Queen decided to feature two Blizzard of the Month Treats in September 2014, we asked ourselves, “How interesting can we be by sharing that fans will be crazy over two flavors? And, how can we activate our fans?” Knowing we had Fans, we looked at the two Blizzard of the Months not just as a promotion, but as a competition. And, it was the combination of hometown pride and fandom that created the perfect idea – the Dairy Queen Blizzard Battle.
To celebrate hometown pride, Dairy Queen teamed up with the mayors of the Apple Capital of the World (Wenatchee, Wash.) and pumpkin town (Caro, Mich.) to issue a Blizzard Battle and place a friendly bet on which flavor would reign supreme. Dairy Queen asked fans across America to help settle the friendly wager by voting for their favorite flavor at DQBlizzardBattle.com or, in store, by ordering their favorite Blizzard treat to eat.
In collaboration with partner agency Barkley, a video was created highlighting the passion the residents of both towns have for their respective fruits. The content was seeded to media, bloggers and influencers, who received kits to generate excitement and get them talking about the battle. We even engaged elected officials in both towns to wish the mayors luck in the contest and urge Americans to vote.
At the end of the battle, more fans showed love to pumpkin, and Caro, Mich., became the Pumpkin Pie Blizzard Capital of the World. The celebration included free Blizzards for everyone in the town and pep rally at the local Pumpkin Festival.
The DQ Blizzard Battle was successful and the client was thrilled with the results. Thanks to the campaign’s 7.6 million earned impressions, the Pumpkin Pie Blizzard treat performed above an aggressive forecast and DQ stores were in danger of running out of Apple Pie Blizzard ingredients due to high demand.