News

DQ, Diet Coke partner to grant fans' wishes

Consumers will have a chance to have their wishes randomly fulfilled when submitting them via social media through Dairy Queen and Diet Coke’s Random Acts of Fandom Giveaway.

October 20, 2015

Consumers will have a chance to have their wishes randomly fulfilled when submitting them via social media through Dairy Queen and Diet Coke's "Random Acts of Fandom Giveaway."

The contest runs Oct. 19 - Nov. 22 on the brands' Facebook and Twitter profiles. To enter, fans answer the question, "I am a fan of…" and include the hashtags #ImAFan and #sweeps. The DQ brand will randomly select one grand-prize winner, three first-prize winners and three second-prize winners, according to a company press release.

"As the makers of Fan Food, we decided we'd like nothing more than to make fans' dreams come true and the 'Random Acts of Fandom Giveaway' is our way of giving fans what they truly love," said Barry Westrum, EVP of marketing for American Dairy Queen Corp. "When you're a die-hard fan of something, that love gets very specific, so we recently surprised one classic car fan with a fully-restored 1978 Trans Am car. It is all about the fan. For example, most brands give gift cards. We do too, but we go even further. Our DQ gift card came with a Trans Am."

The Random Acts of Fandom Giveaway is one of many ways the DQ system, along with Diet Coke, is celebrating fans in the brand's 75th "Fanniversary" year. It follows the brand's biggest menu launch in its 75-year history — DQ Bakes, a new line of hot desserts, sandwiches and snack melts, Westrum said. Earlier this month, the DQ brand surprised an unsuspecting fan of "Vintage Wonder Woman stuff" with DQ Bakes and Diet Coke and a music fan with tickets to Las Vegas for a concert.

Along with a new television advertising campaign dedicated entirely to fans, both the Random Acts of Fandom Giveaway and the ad campaign showcase a wide variety of DQ Fans professing love for their favorite people, places and things including vintage cars and the perfect nature hideout.

"We're seeing a tremendous and enthusiastic response from consumers regarding DQ Bakes!" Westrum said. "Fans are craving our new baked products and engaging in social conversations about the new menu and the TV spot. We've received everything from a meme about our TV spot to shout outs about how they can't stop thinking about the food."