• by Joe Mandese  @mp_joemandese, April 29, 2009

Among the press releases I've received in the past 24 hours, was one from the team at Mobile Posse and Minneapolis digital shop space150 about an especially tasty mobile activation for client Dairy Queen.

Maybe it's because the warm weather in the Northeast has gotten my mind -- and tummy -- thinking about ice cream, but I find this campaign, well, delicious.The agency took over Mobile Posse"s idle screen ad platform to offer mobile consumers Dairy Queen's new "Sweet Deals" value menu, and consumer reaponse was indeed sweet

The campaign generated clickthrough rates of 22%. Yum! So how'd they pull that one off? Well, they delivered the mobile screen promo at 5 p.m., just when people start thinking about dinner plans, and in these recession-minded times, offered meal options ranging from $3 to $5, and the tagline: "Dinner is your choice with Sweet Deals." Okay, so the creative isn't going to win any Cannes Lions, but the results might just earn an EFFIE.