space150/Modern Media - International Dairy Queen
International Dairy Queen
Billy Jurewicz, creative director; Jason Strong, Ned Wright, Seth Rieder, Dan Jenstad, designers and illustrators; Dane Roberts, writer; Eric Skogen, Matt Pennig, Andrew Christensen, creative tech.
Dairy queen set a goal to increase sales of its Kids Meal by 5 percent. In-store posters and trading cards that featured soft-serve characters called the Deeqs. The instore ads featured codes kids could use at deeqs.com to unlock bonus features in a game. dq didn't advertise to moms, instead placing ads on four tween sites: SIkids.com, disney.com, nick.com and neopets.com. The result of the six-week campaign was a 6 percent rise in sales and more than 276,000 visits to deeqs.com.