Dairy Queen this week kicked off a social media promotion to celebrate the 25th anniversary of its Blizzard ice cream treat.
The chain is asking consumers to upload a one-minute video of themselves on YouTube, singing “Happy Birthday” to the Blizzard. For those who aren’t vocally inclined, video submissions can also be in the form of a “rap, rhyme [or] dance." Winners will be announced in late August.
The promo coincides with a mobile sampling tour of the Mini Blizzard, which is half the size of a small, 12-ounce Blizzard. The product will be available at Dairy Queen locations nationwide this August.
Michael Keller, chief brand officer of International Dairy Queen, said the campaign is about connecting with consumers using different channels: TV, online and in stores. “Customers have been enjoying Dairy Queen for 70 years now and the Blizzard for 25. It’s the year to celebrate,” he said.
Dairy Queen will announce the 100 winning videos in late August. Prizes include a $25 gift card. The grand prize winner will also receive a $25 gift card and have his/her video featured on DairyQueen.com.
Dairy Queens is showcasing the user-generated video submissions on its blog (blog.dairyqueen.com). It's also spreading the word via its Facebook and Twitter fan pages.
The chain spent $79 million on U.S. measured media last year, excluding online, per the Nielsen Co. Grey, New York, is Dairy Queen's lead agency.