DQ offers ‘Sweet Deals’ via mobile

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Mobile Marketer is featuring an article on the Dairy Queen mobile ad campaign in support of our new Sweet Deals menu platform:

Mobile Marketer Article – Dairy Queen mobile ads see 22 percent CTR

A recent Dairy Queen mobile ad campaign saw a click-through-rate of more than 22 percent, proving once again the effectiveness of the mobile channel to engage consumers.

Mobile Posse Inc., a provider of idle-screen content and advertising for mobile, is helping Dairy Queen to reach consumers on-the-go through their mobile phones. Starting in March, Dairy Queen and digital agency space150 piloted Mobile Posse’s idle-screen advertising platform to promote its new Sweet Deals value menu.

“Dairy Queen’s ‘Sweet Deals’ campaign is a brand campaign designed to promote consumer awareness of its new Sweet Deals value menu,” said Jon Jackson, founder/CEO of Mobile Posse, McLean, VA. “Mobile advertising was added as a component of the traditional media mix, so the mobile ads complemented creative and messaging used across other media.”

“This was a nationwide campaign requiring national reach,” Mr. Jackson said. “Mobile Posse’s platform has a national footprint and is now deployed with Verizon Wireless for Daily Scoop, Alltel Wireless for Alltel Perks, Cricket Communications for Cricket MyPerks and Revol Wireless for Revol Perks.”

The Sweet Deals value menu was also promoted through sponsorship of daily weather forecasts.

The DQ campaign was also effective at engaging unique mobile consumers, with nearly 54 percent of all Mobile Posse users electing to view Dairy Queen’s Sweet Deals advertisement via the idle-screen banner or through the application’s Recent Offers Menu.

In addition, more than 69 percent of all Mobile Posse users viewed the Dairy Queen-sponsored weather forecast at least once during the campaign.

Comments

Cool! Does DQ plan to continue w/mobile or was this a one-time test? Can individual locations be doing their own mobile campaigns?

Mobile is a new marketing platform that we are for sure looking at and will continue to look at.

Great. Please build something that is simple texting and works on all phones. remember a lot of us don’t have a Blackberry or iPhone or a web enabled phone. Thanks.

Whoever thought that trading a rock for a torch, and then cheating to get it back shouldn’t be creating advertizing aimed at children. I am a grandmother of 5 impressionable children and your commercial is condoning and rewarding dishonesty.

Josie, thank you for posting and sharing your concerns. I am sorry we disappointed you so, and will ensure your concerns are relayed to our Marketing Team for their information and future consideration.

We would like to invite Dairy Queen’s Blizzard Mobile to come to our Ice Cream Social benefitting the Ronald McDonald House Charities of Central Florida and the families served by our two Ronald McDonald Houses in Orlando. Our event is Saturday, April 9, 2011, at the Winter Park Civic Center in Winter Park, Florida. Our group are volunteers for RMHCCF and this is our first ever Old Fashioned Ice Cream Social designed for children and their families to see the latest in ice cream flavors and experience the good old days of home-made ice cream made in the hand crank machine with ice cream salt and ice. The best!

Please let us know to whom we should address a request for the Blizzard mobile to be a part of our event in April next year.

Congratulations on your 25th anniversary. Blizzards are my favorite…chocolate…

Thank you for considering our request.

Sorry to say Linda we are not planning on making a stop in Florida. Thank you for your support and interest.

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