THE BLIZZMANN'S CAMPAIGN by Grey New York for International Dairy Queen

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THE BLIZZMANN'S CAMPAIGN

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Industry Ice cream & Cold desserts
Media Promo & PR, Case study
Market United States
Agency Grey New York
Director Lance Bangs
Associate Creative Director Doug Fallon
Executive Creative Director Ari Halper, Stephen Krauss
Art Director Gary Ennis, Allbriton Robbins
Copywriter Shawn Couzens, Beau Unruh
Released April 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: INTERNATIONAL DAIRY QUEEN
Product/Service: ICE CREAM
Agency: GREY NEW YORK
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: GREY NEW YORK, USA
Entry URL: http://www.facebook.com/dairyqueen
Chief Creative Officer: Tor Myhren (Grey NY)
Executive Creative Director: Stephen Krauss (Grey NY)
Executive Creative Director: Ari Halper (Grey NY)
Associate Creative Director: Doug Fallon (Grey NY)
Copywriter: Shawn Couzens (Grey NY)
Copywriter: Beau Unruh (Grey NY)
Art Director: Allbriton Robbins (Grey NY)
Art Director: Gary Ennis (Grey NY)
Agency Producer: Seth Gorenstein (Grey NY)
Account: Rick Cusato (Grey NY)
Account: Chree Taylor (Grey NY)
Account: Matt Caporaletti (Grey NY)
Planner: Katarina Hellstrom (Grey NY)
Director: Lance Bangs (Traktor)
Line Producer: Rani Melendez (Traktor)
Editors: Sherri Marguiles/Jake Jacobsen/Michael Southworth (Crew Cuts)
Sound Design: Nick Montgomery (Crew Cuts)
Event Planning Partner: GMR Marketing (GMR Marketing)
Digital Partner: Space 150 (Space 150)
PR Partner: Pierson Grant (Pierson Grant)
Media placement: TV Campaign - National & Local: Broadcast & Cable - 5 April 2010
Media placement: Blizzard Mobile - 25-City Tour Across North America - 8 April 2010
Media placement: Webisodes - Facebook.com - 7 April 2010
Media placement: Facebook - Facebook.com - 1 April 2010
Media placement: Twitter - Twitter.com - 1 April 2010
Media placement: Blog - Http://blog.dairyqueen.com/ - 6 April 2010

Results and Effectiveness
The first commercial broke in April with buzz spreading to The George Lopez Show, the TV show Glee asked to write the Blizzard Mobile into an episode, in a New York Times article and through countless mentions on the local news. Plus, with over two million Blizzard fan club members, the turnout was tremendous. Then, with DQ’s first year of national broadcast television and a viral campaign on Facebook, the consumer reach and awareness skyrocketed to 90%. Also, there were new Blizzard flavours every month, promotional offers and more—designed to keep the momentum going all summer long.

Creative Execution
For the 25th Birthday of the Blizzard we needed to do something big. Big enough that Blizzard fans everywhere could hear it. So, we did what all icons with a huge following do… We went on tour. A vehicular Blizzard Tour making 25 stops at major events, where free Blizzards were handed out. But that was only the half of it. We realised that this was basically a Blizzard fanatic’s dream come true, so we created a family of Blizzard groupies to follow the tour at all costs. This family and the tour were brought to life with four National TV spots and a Facebook page where people could view the family’s 25 additional 'home movies'. Also, Blizzard fans could keep track of the tour via Twitter, where they even had the opportunity to vote on upcoming destinations for the tour.

Insights, Strategy & the Idea

The Blizzard is Dairy Queen’s billion-dollar flagship brand and 2010 marks its 25th Birthday. The Blizzard is an ice cream treat with a very strong following of more than two million devoted fan club members, not to mention the non-official fans of all ages. But Dairy Queens aren’t everywhere, so there are many Blizzard lovers living in places where they can’t easily get one. Enter the Blizzard Mobile; a roving birthday party tour on wheels making 25 stops all over the US and Canada, giving away free Blizzards and hosting parties at all kinds of venues from Comedy Festivals to State Fairs to the CBS Early Show in New York City. Then, to really showcase the fanaticism surrounding the Blizzard, and this once in a lifetime occurrence, we created a family of Blizzard groupies who would follow the tour everywhere it went.