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Dairy Queen, Kraft celebrate milestone via location-based mobile campaign

Dairy Queen has partnered with Kraft to roll out a mobile location-based and social media-driven contest that helps celebrate Oreo?s 100th birthday.

To celebrate the milestone, the Dairy Queen is offering winners of its Oreo Blizzard 100 contest a chance to win $100,000. The company is also using mobile for the campaign to reach a broader audience.

?The strategy is to tie in with Dairy Queen?s system partner Oreo to help celebrate Oreo's milestone birthday,? said Tim Hawley, vice president of marketing communications at American Dairy Queen Corp. 

?The Oreo Blizzard Treat still is the number one Blizzard flavor of all time,? he said. ?We thought this contest would be a great way to engage our fans.?

American Dairy Queen Corp., which is headquartered in Minneapolis, MN, develops, licenses and services a system of more than 6,000 Dairy Queen stores in the United States, Canada and 18 other countries.

Mobile incentive
To celebrate Oreo?s 100th birthday, Dairy Queen launched the Oreo Blizzar 100 contest through Facebook.

Now through August, consumers can check-in on their mobile device via Facebook Places for a chance to win the $100,000 grand prize.

Consumers must check-in at least 100 times at multiple Dairy Queen locations to enter.

Additionally, the company is also offering users incentives such as gift cards when they check-in to any Dairy Queen location.

According to Mr. Hawley, the company is forecasting 3.5 million check-ins.

Mobile check-ins are a great way to get consumers involved and participate for this campaign.

Users are always looking to win prizes and rewards. Consumers are more inclined to check-in to their favorite restaurant when there is an incentive attached.

?Social media is a great way to reach and engage a large audience and we have creatively paired it with an in-store component,? Mr. Hawley said.

Word of mouth
Dairy Queen is using its Facebook page, as well as its Web site to get the word out about the campaign.

In addition, users are more likely to tell their friends and family about the initiative and have them participate as well.

?The Dairy Queen system has been very proactive in using social media properties to engage fans with the brand,? Mr. Hawley said.

?The mobile element allows us to bridge the physical and digital experience,? he said. ?It's all about expanding the brand experience in new and exciting ways.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York