News

Dairy Queen introduces the Deeqs

January 31, 2008

MINNEAPOLIS — Dairy Queen has created characters called the DQ Deeqs as part of the launch of a new kids program targeted to tweens ages 8 to 12.

The Deeqs live athttp://deeqs.comin an interactive online game community designed by Minneapolis-based space 150. Kids can take these fully customizable characters on interactive digital game adventures earning Deeqs points along the way. As the site develops, the points kids earn playing the game will be redeemable for virtual and in-store Dairy Queen rewards.

"Kids live in the digital world and this site and the Deeq characters really speak to them," said Tim Hawley, vice president of marketing communications for International Dairy Queen. "Giving kids a fun, safe, challenging online adventure game is the perfect way for young fans of DQ to interact with our brand and spread smiles and stories with their new friends the Deeqs."

The kids campaign includes online, e-mail and in-store elements. Also, beginning in mid-2008, DQ kids' meals will be served in Deeqs-branded packaging and include a free DQ treat of a small cone, Dilly Bar or $1 off a 12 oz. Blizzard Treat.