Miracle | BeingWarrenBuffett.com

Social Media Helps Make Dairy Queen’s Miracle Treat Day a Success

MINNEAPOLIS, MN (PRWEB) September 2, 2009

International Dairy Queen system’s 2009 Miracle Treat Day campaign saw a significant lift in site traffic that was directly attributed to social media’s increased role. The full day event, which raises money for local Children’s Miracle Network hospitals, saw a 50 percent increase in online site traffic over 2008. Facebook and Twitter were the highest traffic sources not DQ-owned.

The campaign integrated social elements into the traditional media campaign. The information was made “shareable” by including calls to action to spread the word on Facebook and Twitter. Social media has become a significant part of the Dairy Queen system’s overall digital strategy in 2009. The brand has actively engaged its consumer base using Facebook, Twitter, a DQ Corporate blog, and a blog for the Blizzard Fan Club.

“Dairy Queen’s fans and followers showed their support overwhelmingly by spreading the message,” said Nicole Newville, space150 New Media Director. “This year people didn’t just hear about Miracle Treat Day from our TV, radio, web and other advertising efforts, they heard about it from their friends’ and families’ Facebook updates, tweets, and blogposts.”

Dairy Queen has been a proud national sponsor of Children’s Miracle Network (CMN) since 1984. During the past 25 years, Dairy Queen operators throughout the United States and Canada have raised more than $ 77 million for CMN.

About IDQ

International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc. Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005. DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks. Please visit DQ.com for information.

About space150

space150 is a digital agency based in Minneapolis, with offices in New York and Los Angeles. Founded in March 2000, space150 builds digital relationships for many top brands, including American Express, Dairy Queen, Imation Corp., Starz Entertainment and others. Please visit space150.com for information.

# # #

, Vocus PRW Holdings, LLC.
Vocus, PRWeb, and Publicity Wire are trademarks or registered trademarks of Vocus, Inc. or Vocus PRW Holdings, LLC.

Related Warren Buffett Press Releases

Blizzards® to Hit North America in August for a Good Cause: Proceeds from Dairy Queen® Blizzard Treats Sold on August 10 Benefit Children’s Miracle Network

Minneapolis, MN (PRWEB) July 27, 2006

The forecast for major blizzard activity throughout the United States and Canada on Thursday, Aug. 10, 2006, is not about the weather. It’s all about helping kids in need, as Dairy Queen® hosts the first-ever North American “Miracle Treat Day” to benefit Children’s Miracle Network.

During Miracle Treat Day, participating Dairy Queen and DQ Grill & Chill® locations in North America will donate proceeds from every Blizzard® Treat sold to Children’s Miracle Network, a non-profit organization dedicated to saving and improving the lives of children by raising funds for children’s hospitals. All funds raised stay in the local community.

“We set the stage with successful Miracle Treat Days in Canada and have now expanded our efforts in the U.S. for the first time,” said Michael Keller, chief brand officer for International Dairy Queen. “We look forward to a blizzard of activity on August 10 as we raise money for a good cause.”

Instead of snow-filled blizzards, Dairy Queen will serve up a variety of Blizzard Flavor Treats during Miracle Treat Day, including the August Blizzard of the Month, Oreo®. The Oreo Blizzard — made with creamy DQ® soft serve and Oreo cookie pieces — debuted in late 1985, the Blizzard’s inaugural year, and to this day remains the most popular flavor. The average retail price of the Oreo Blizzard is $ 2.59 for the 12 oz., $ 3.00 for the 16 oz., and $ 3.50 for the 21 oz.

Dairy Queen has been a supporter of Children’s Miracle Network since 1984, raising more than $ 59 million during that time.

For more information about Dairy Queen or to find a location, visit http://www.dairyqueen.com. To join the Blizzard Fan Club, log on to http://www.blizzardfanclub.com. The DQ site for kids 13 and younger is http://www.thedqlab.com.

About IDQ:

International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway. Following the successful roll out of DQ® Grill & Chill®, Dairy Queen’s quick-service food concept that features an all new expanded menu and newly designed restaurant interiors, Dairy Queen began testing the DQ® Orange Julius® concept in August 2005. DQ Orange Julius blends a sleek, new look with the feel of a traditional ice cream treat shop and offers an expanded treat menu that includes traditional DQ favorites, the Orange Julius line of smoothies and fruit drinks, and new signature desserts and sundaes.

About Children’s Miracle Network:

Children’s Miracle Network – the alliance of premier hospitals for children – is a non-profit organization dedicated to saving and improving the lives of children by raising funds for children’s hospitals across North America. Each year the 170 Children’s Miracle Network hospitals provide the finest medical care, life-saving research and preventative education to help millions of kids overcome diseases and injuries of every kind. For more information, visit http://www.childrensmiraclenetwork.org.

###