MEET THE GOODIES
The Blizzard is America’s favorite frozen treat with more than 2.2 million Blizzard Fan Club members. While working at space150, Dairy Queen challenged us to drive sales of their new product, the Oreo Cookie Jar Blizzard. We had our work cut out for us with a small budget, lack of television support, and a launch month historically showing a drop in sales due to falling temperatures.
Our team discovered that DQ’s key consumers, moms, love sharing. Especially online. They’re active on Facebook, subscribe to newsletters, and email frequently. We used this insight to create Meet the Goodies, an interactive experience featuring loveable, animated characters based on the ingredients. Site visitors shared messages of “goodyness” with friends and family via customizable e-Cards.
The Blizzard is America’s favorite frozen treat with more than 2.2 million Blizzard Fan Club members. While working at space150, Dairy Queen challenged us to drive sales of their new product, the Oreo Cookie Jar Blizzard. We had our work cut out for us with a small budget, lack of television support, and a launch month historically showing a drop in sales due to falling temperatures.
Our team discovered that DQ’s key consumers, moms, love sharing. Especially online. They’re active on Facebook, subscribe to newsletters, and email frequently. We used this insight to create Meet the Goodies, an interactive experience featuring loveable, animated characters based on the ingredients. Site visitors shared messages of “goodyness” with friends and family via customizable e-Cards.
The campaign results surpassed the goal of increasing sales. In the month of September, DQ saw an impressive 11% growth in sales, 110,000+ site visits, 34,000 new members of the Blizzard Fan Club, and over 300,000 social media impressions generated by 750 social media mentions on over 115 mainstream online sources and over 300 blogs.
