Dairy Queen launched the DQ Blizzardmobile this summer to promote the 25th birthday of the brand’s iconic Blizzard frozen treat.

Blizzard tour emcee Chad Smith interacts with the crowd at each of the tour’s local stops. The Blizzardmobile will visit 25 cities through August. Each city stop includes a visit to several locations in that market.

The Blizzardmobile leverages the mouth used in the brand’s advertising as well as other symbols ubiquitous to the Blizzard, such as the red spoons.

The top of the mobile event vehicle resembles the brand’s most popular Blizzard Flavor, Oreo Cookie. The tour stop kicks off with fake snow blasting from the top of the Blizzard.

Crowds line up for their free Mini Blizzard, a new size that will launch in August. The new size is about half that of the brand’s small, 12-ounce Blizzard.

A blow-up Blizzard Blaster toy keeps children interacting after they’ve had their mini-Blizzard.

Miracle Treat Day benefits its cause marketing partner, Children’s Miracle Network. The Blizzard is an important component of that partnership, with at least $1 from every Blizzard sold on that day going to support local children’s hospitals.

A support vehicle follows the Blizzardmobile along the 25-city tour.