Dairy Queen’s Fall Blizzard
Fashioning a Sweet Earned Media Treat for Fall: the Sweeter Vest
Challenge: Find an innovative way to generate media attention for Dairy Queen’s Fall Blizzard Menu beyond new product introductions and generic food coverage.
Approach:
- Leaned into consumer nostalgia and a current style trend to engage media with an unexpected limited time offer
- Recognized the reemerging popularity of sweater vests to create The ‘Sweeter’ Vest, a perfect transitional fashion piece timed for DQ’s Fall Blizzard Menu release
- Executed an earned campaign that included embargoed outreach, exclusive vest drops to key media, and influencer partnerships to drive awareness for DQ flavors and style
Impact:
- Surpassed KPIs with 135 placements in a range of verticals and top-tier media such as Popsugar, Elite Daily, and CBS Mornings
- Increased YoY impressions by 28%, surpassing goal of 5% increase in Fall Blizzard Menu media coverage
- Three-fourths of coverage were feature stories, and all coverage was overwhelmingly positive