Serving BLIZZARD Treats upside-down since 1985, this soft-serve ice cream chain has amassed a large social following. Every fan has a favorite flavor and craves the monthly LTO. Year after year, DQ receives mentions from thousands of influencers - with multiple celebrities publicly sharing their flavor-fueled love.
Le’Veon Bell DQ Combine - Strategy
NFL Superstar, Le’Veon Bell, had spent the past few years in grueling contact negotiations with his former team the Pittsburgh Steelers. He was waiting to be franchised, and the wait was getting too long. In search of a better offer, Le’Veon Bell tagged DQ and set his social sphere on fire — searching for a new job with tastier benefits. Bell pulled up to a Dairy Queen and began to filling out an application.
I was brought into the brainstorm phase of the project on the basis of my extensive football knowledge. I dove right in and helped create the ultimate tryouts for the DQ team: the Dairy Queen Combine!
We showed him how to swirl a cone, dip a Dilly Bar and serve a BLIZZARD Treat upside-down. 205 million impressions and a 991% increase in brand mentions later, Le’Veon sealed a deal with the Steelers for $12.1 million dollars.
Were the Steelers scared he’d leave? Sources might indicate yes: he’s plays for the New York Jets now. But not matter where he goes, he knows he can always get a job with us.
Miracle Treat Day - Community Management
On Miracle Treat Day, $1 or more from every BLIZZARD Treat sold at participating DQ locations is donated to local Children’s Miracle Network Hospitals®. In 2016, over four million dollars were raised for the cause.
During Miracle Treat Day, I assisted in community management that brought in over 3.4 thousand mentions - ranging from people expressing support for the cause or pledging to participate next year!