Tuesday, May 4, 2010

Dairy Queen Uses Integrated Promotion for Blizzard's 25th Anniversary

I don't always think of Dairy Queen (DQ) as a savvy marketer but I really like their current campaign strategy for the 25th anniversary blizzard promotion.

First of all, the DQ blizzard is a favorite of mine and probably a million others. It is most definitely a DQ cash cow. I am confident that I have been loving the DQ blizzards for the 25 years they've been around!

Now onto the marketing strategy, which integrates old and new media channels. There is a TV ad, online social media effort asking consumers to create Happy Birthday videos for the Blizzard and submit on YouTube. DQ will select the Top 100 videos and reward customers with $25 gift cards. Additionally, DQ is promoting mobile sampling events to happen at various DQ locations where they'll be passing out free product.

This is a good example of an integrated campaign that incorporates online and offline media. And it's a feel good campaign to help DQ customers connect with the brand. Seems like a winning campaign to me.

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