News

Dairy Queen’s online fans get special TREATment

March 23, 2011

Dairy Queen’s new Mini Blizzard TREATment online video contest promotes random acts of kindness with a chance to win a Mini Cooper Countryman.

Those who record these random acts with a Mini Blizzard in hand will be entered for a chance to win one of six Mini Coopers.

“This Mini promotion will inspire our fans to capture the passion and love they have for our brand,” said Michael Keller, chief brand officer for American Dairy Queen Corp. “The Mini Blizzard TREATment is a sincere and genuine campaign that really gets to the core of giving and treating one another. Each video will tell a story that the online community can share over and over again.”

Through April 30, Dairy Queen customers can submit their videos to DQ.com/mini. All submitted videos will be narrowed down to the top 24 based on content and creativity and, on May 4, the DQ system’s 2.7 million Facebook fans will vote on the winning video entries.

Voting to determine the final six winners who will drive away in a Mini Cooper Countryman car will continue on Facebook through midnight on May 18. The winning videos will be posted at DairyQueen.com and the DQ Facebook page.

The Mini Coopers will be awarded to each winner at their local Dairy Queen restaurant on the first day of summer, June 21.

To encourage video submissions, Dairy Queen has posted to Facebook a series of outlandish mini webisodes of the Mini Blizzard Treatsmen chronicling their adventures of treating people unexpectedly on the street and in Dairy Queen locations.

As an added in-store celebration during April, participating Dairy Queen and DQ Grill & Chill locations will offer the Mini Blizzard Treat for $1.99.

Also in April, Dairy Queen will feature the new Caramel Toffee Cookie as the Blizzard of the Month. The item is made with chewy toffee cookie pieces, almonds and toffee-caramel and blended with vanilla soft serve.