Dairy Queen(R) Introduces the ''Deeqs'': DQ(R) Launches Innovative Online Game and in-Store Kids Program

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Dairy Queen(R) has created new, lovable, magical characters called the DQ(R) Deeqs as part of the launch of a new kids program targeted to tweens ages 8 to 12.

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Giving kids a fun, safe, challenging online adventure game is the perfect way for young fans of DQ to interact with our brand and spread smiles and stories with their new friends the Deeqs.

    The Deeqs live at http://deeqs.com in a new interactive, unique online game community designed by space 150, located in Minneapolis. Kids can take these fully-customizable characters on interactive digital game adventures earning Deeqs points along the way. As the site develops, the points kids earn playing the game will be redeemable for virtual and in-store Dairy Queen rewards.

"Kids live in the digital world and this site and the Deeq characters really speak to them," said Tim Hawley, vice president of marketing communications for International Dairy Queen. "Giving kids a fun, safe, challenging online adventure game is the perfect way for young fans of DQ to interact with our brand and spread smiles and stories with their new friends the Deeqs."

Who exactly are the DQ Deeqs? Legend has it that in the late 1930s when the founders of Dairy Queen were experimenting with their newly invented soft serve ice cream, something incredible happened. They mistakenly made one of the batches too sweet, powerful and too much fun. The mixture bubbled, sparked and burst out of the bowl, morphing into new and lovable creatures that became known as the Deeqs.

The Deeqs began to multiply rapidly and were so out of control that the founders locked them away in a freezer, where they remained for the last 70 years. Now, the Deeqs have broken free and are scattered all across the land and only visitors to the site can save and reunite them.

"One of the coolest elements is that kids can name and fully customize their personal Deeq's gender, color and style before taking them on a journey through the Web site," said Hawley.

The Deeqs move through varying adventures and thought-provoking levels that are creatively stimulating and challenging for kids who will use resourceful problem solving skills to advance and earn points.

The kids campaign includes online, email and in-store elements, where the Deeqs reign in the DQ universe. Also, beginning in mid-2008, DQ kids' meals will be served in Deeqs branded packaging and include a free DQ treat of a small cone, Dilly Bar or $1 off a 12 oz. Blizzard(R) Treat.

For more information, visit the new Web site at http://deeqs.com or visit the new http://dairyqueen.com.

About IDQ:

International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen(R) stores in the United States, Canada and 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(R), 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(R) Orange Julius(R) 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.

For more information about Dairy Queen, visit the new Web site at http://www.dairyqueen.com.

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Adam Singer
Dairy Queen
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