DAIRY QUEEN

HAPPY TASTES GOOD
earned | social | digital | LE product | pr

CHALLENGE: To generate buzz and find innovative ways to generate media attention for Dairy Queen’s multiple messaging moments, including Fall & Summer Blizzard Menu’s and Free Cone Day.

ACTION: Multiple internet-breaking LE merchandise pieces, including the creation of the DQ merch line of items. Thumb-stopping content.

A FEW RESULTS

• Surpassed KPIs with 135 placements in a range of verticals and top-tier media such as Popsugar, Elite Daily, and CBS Mornings
• Increased YoY impressions by 28%, surpassing goal of 5% increase in Fall Blizzard Menu media coverage
• Three-fourths of coverage were feature stories, and all coverage was overwhelmingly positive
• Secured 38 placements (64M impressions) about the MLB partnership launch, Signature Stackburgers/Combo Meal competition, and Summer Blizzard Treat Menu