By now, faithful readers, you should be well aware that the Dairy Queen® system launched its first-ever permanent value menu, Sweet Deals, this past winter. Customers in the United States can mix and match nine menu items, choosing two items for $3, three for $4 and four for $5. There are more than 20,000 combinations to be made!
To support the new value menu, in March, the Dairy Queen system launched a Sweet Deals online game, which can be found at www.DQ.com. The game showcases the food and treat items that can be found at any Dairy Queen location offering Sweet Deals through a game board format that is a replica of the Sweet Deals menu. Items appear randomly on the board with different colors for the background, and users must choose unique value menu combinations to unlock their deal before time runs out.
There are 12 rounds, and after completing each level, users earn a ranking, such as “Taste Tester,” “Match Maker,” “Sweet Styler,” and the ultimate title—”Sweet Dealer.” The game keeps a tally of the user’s combinations and ranks their score accordingly. There are also a series of bonus levels and additional points for special combinations.
Sound complicated? It’s totally not. It’s easy to learn and I could play for hours. Shhh! Don’t tell my boss! Try it out and let us know what you think! www.DQ.com
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.
Check out the first-ever audio blog from our Chief Brand Officer, Michael Keller! Michael shares his thoughts about the DQ® Blog, DQ Brand, our customers and our new Sweet Deals Value Menu.
CBO Corner Audio Blog:
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I love it when I find a deal — any kind of deal. Everyone has conversations about things they’ve found on sale…how much money they saved when purchasing the item at a deep discount. I have a friend who points out that we don’t really save anything because we are still SPENDING. He thinks he’s clever and spinning the conversation.
But really – he’s missing the point, isn’t he? A purchase is only a deal because we were often intending to make the purchase anyway. And it’s a Sweet Deal when we get something of real value for a low price.
I might be looking for a new pair of shoes – finding a lovely designer pair that fits the bill for $10 is totally a Sweet Deal! Life is busy and sometimes I have to feed my family on the run, or maybe we just want to go out for a treat… Being able to treat my family of five for less than $20, well that would be an amazing Sweet Deal, wouldn’t it?
That’s why I am so excited about the Sweet Deals menu now offered at DQ®/Brazier® and DQ Grill & Chill® restaurants. I love to go out to eat with my family – particularly when someone else does all the work and cleanup for me! – AND if I can still do that while sticking to my budget, all the better.
