Dairy Queen Celebrates Fandom with Kingly Treatment


In partnership with Diet Coke, the food giant has launched a nationwide promotional push to reward fans by granting wishes

Dairy Queen has partnered with Diet Coke to roll out a nationwide advertising campaign themed, ‘Random Acts of Fandom’, which features spots across television and a series of promotions. Featuring a unique limited-time offer, the brand is using the push to randomly grant the wishes of fans submitted via its social media channels.

Meanwhile, the initiative also acts as a showcase of the affinity customers across the country have for the brand as well as their favourite people, places, and things. Running from 19 October to 22 November 2015, the Random Acts of Fandom Giveaway has been activated across DQ’s Facebook and Twitter platforms.

To participate, supporters of the franchise will have to answer a single question which begins with the tagline, “I am a fan of …” and include the hashtags #ImAFan and #sweeps. Submissions will be sifted through by DQ to select a grand, first, and second prize winner.

In partnership with Diet Coke, Dairy Queen launched the 'Random Acts of Fandom Giveaway'.
In partnership with Diet Coke Dairy Queen launched the Random Acts of Fandom Giveaway

“When you’re a die-hard fan of something, that love gets very specific. We recently surprised one classic car fan with a fully-restored 1978 Trans Am car. Most brands give out gift cards. We do too, but we go further. Our DQ gift card came with a Trans Am,” said Barry Westrum, EVP of Marketing of American Dairy Queen Corporation.

The overall exercise is being executed in conjunction with Dairy Queen’s 75th anniversary and takes place on the back of its largest menu launch—DQ Bakes—a new line of hot desserts, sandwiches, and snack melts. Earlier in the month, two fans were surprised with ‘vintage wonder woman stuff’ and tickets to a Las Vegas concert.

Joshua Hughes
Joshua Hughes
Advertising Editor. I love adland, having worked in the industry for the past decade. In addition to advertising, I love my movies.

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