Posted by: Laura Phillips Garner | April 27, 2010

Create That Content, Blizzard Fans

DQ launched a new YouTube Channel on April 1, 2010, as part of The DQ Blizzard 25th Birthday Tour. Notice the blue wallpaper on each side of the page includes DQ brand icons like the Dairy Queen logo, Blizzard 25th birthday logo, lips, Blizzard cup, and ice cream cake. DQ posted the video (below) on April 23, 2010.

Content—and a lot of it—is key to any successful social media presence. Dairy Queen has come up with two creative online promotions as part of The DQ Blizzard 25th Birthday Party Tour integrated marketing communications campaign that will generate content for DQ’s social media sites, give Blizzard loyalists the opportunity to show their love for the brand, and sell ice cream.

User-generated content drives “Operation Happy Birthday” and “Capture the Cup.” User-generated content is exactly what the term says it is: content generated by users of social media. User-generated content is valuable to a company because it is an authentic expression of its brand by the consumer and a more credible touchpoint to consumers who might have not yet experienced its products and services.

“Operation Happy Birthday” invites bloggers, video bloggers, families and anyone with a camera, camcorder or mobile recording device to submit a video clip of 60 seconds or less of their most original, creative or funny version of singing “Happy Birthday” to the Blizzard. The promotion launches Saturday, May 1, 2010, with submission details on the Dairy Queen blog. The challenge ends Aug. 1, 2010, when DQ will select 100 videos to feature on the Dairy Queen Facebook Fan Page and the Dairy Queen YouTube Channel. Winners receive a $25 Dairy Queen gift card.

“Capture the Cup” is a photo contest that kicks off June 1, 2010, on the Dairy Queen Facebook Fan Page. DQ will ask Blizzard fans to share photos of themselves interacting with a Blizzard in fun and unique situations and places. Fan voting throughout the contest, which runs June 1 to July 31, 2010, will decide the best photo. The prize for the winning photographer: Free Blizzards for a year.

Blizzard fans get out those cameras. Dairy Queen is counting on you.

–Laura Phillips Garner

Editor’s Note: Create That Content, Blizzard Fans is the third post in a three-part series on The DQ Blizzard 25th Birthday Party Tour integrated marketing communications campaign. Read the first post in the series, Dairy Queen Takes Party to the People With Blizzardmobile, here and the second post, Meet the Blizzmanns and Have Some DQ, here.

Virtual Butterfly is on a brief hiatus but will return. Please check back for more views on new and emerging media and their role in integrated marketing communications. Thank you!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s