Dairy Queen is celebrating its 25th anniversary of its Blizzard with an Integrated Marketing campaign that will include TV spots, mobile, retail, experiential road show and limited edition Oreo Blizzard cookies. The limited-edition Oreo Blizzard boxes began appearing in all of Oreo's retail channels, including grocery chains and mass retailers like Walmart and Target in April.
Dairy Queen unveiled a custom-designed Blizzard®mobile that will roll out to 25 cities across the U.S. and Canada, distributing more than 75,000 free new Mini Blizzards, about half the size of a small 12 oz. Blizzard, which will be available in DQ® restaurants in August. The tour, which kicked off in New York on April 8 and 9, will be a high energy celebration around the Blizzardmobile that includes activities, games, music, a chance to win prizes and giveaways of the free Minis.
The entire world can connect with the Blizzardmobile by tracking it online at Facebook.com/DairyQueen through photos, videos and blog posts. A complete list of future tour stops and dates is also available on Facebook. Visitors online will also find a series of webisodes starring Blizzard’s first family the Blizzmanns. The webisodes trace the Blizzmanns’ life on the road chasing the Blizzardmobile complete with sing-a-longs, teenage crushes, a run-in with the police and make-up lessons from disgruntled clowns.
In addition, Dairy Queen is hosting several other activities online including photo and video contests. The celebrations and contests will be promoted on Facebook.com/DairyQueen, Twitter.com/DairyQueen and blog.DairyQueen.com.
The Blizzard Mobile tour also ties in with DQ's ongoing, cause-related support program for Children's Miracle Network of children's hospitals in the U.S. and Canada, bringing an element of further goodwill for DQ and Oreo as its sponsor.
The marketing and information that I have seen gives the perception that this is like any other marketing blitz, or "blizz" in this case. However, it seems the event in Omaha left a sour taste in the mouths of those who were excited for the event, as it was limited to participants of the Berkshire Hathaway Shareholders meeting and rumor has it that even they paid $1 per blizzard.
ReplyDeleteThe Omaha Sub-page of the Facebook like you reference above is filled with 100+ people vowing to move their business to the competition, which might actually have an impact on the poor soul who is the franchise owner in Omaha...
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