So I admit, I subscribe to special offer emails from Dairy Queen. I like to find out the flavor of the month, and occasionally they send me a buy-one-get one Blizzard coupon (my husband’s favorite is a medium M&M Blizzard; mine is Reeces Pieces or cookie dough).
Anyway, I was intrigued by the latest social media marketing campaign DQ has going this summer, called Freeze, Click &Win. Basically, DQ is encouraging customers to go out and snap photos of themselves or others enjoying a DQ treat, and then upload them to the special promo website. Each day, DQ awards someone with the winning photo 500 bucks. On the website, folks log in to rate or add comments to each photo entry. They even have a link for you to invite your friends. The latest ad campaigns also mention the website and contest to encourage entries, and I’m sure the individual stores have signage about the promotion as well.
So why do I like this campaign so much? It’s genius because:
- It promotes viral/word-of-mouth marketing
- It encourages product consumption — yum
- It utilizes new technologies (the Web, digital photography, email)
- It gets people excited about their product (smiling babies and cats enjoying DQ soft serve)
- It promotes general goodwill about the brand, Dairy Queen
Now what can you do to make your product/service exciting, encourage word-of-mouth marketing through social media or the Web and create a positive brand image?