Social Media Helps Make Dairy Queen's Miracle Treat Day a Success

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International Dairy Queen system's 2009 Miracle Treat Day campaign saw a significant lift in site traffic that was directly attributed to social media's increased role. The full day event, which raises money for local Children's Miracle Network hospitals, saw a 50 percent increase in online site traffic over 2008. Facebook and Twitter were the highest traffic sources not DQ-owned.

Dairy Queen's fans and followers showed their support overwhelmingly by spreading the message

International Dairy Queen system's 2009 Miracle Treat Day campaign saw a significant lift in site traffic that was directly attributed to social media's increased role. The full day event, which raises money for local Children's Miracle Network hospitals, saw a 50 percent increase in online site traffic over 2008. Facebook and Twitter were the highest traffic sources not DQ-owned.

The campaign integrated social elements into the traditional media campaign. The information was made "shareable" by including calls to action to spread the word on Facebook and Twitter. Social media has become a significant part of the Dairy Queen system's overall digital strategy in 2009. The brand has actively engaged its consumer base using Facebook, Twitter, a DQ Corporate blog, and a blog for the Blizzard Fan Club.

"Dairy Queen's fans and followers showed their support overwhelmingly by spreading the message," said Nicole Newville, space150 New Media Director. "This year people didn't just hear about Miracle Treat Day from our TV, radio, web and other advertising efforts, they heard about it from their friends' and families' Facebook updates, tweets, and blogposts."

Dairy Queen has been a proud national sponsor of Children's Miracle Network (CMN) since 1984. During the past 25 years, Dairy Queen operators throughout the United States and Canada have raised more than $77 million for CMN.

About IDQ
International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc. Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system's quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005. DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks. Please visit DQ.com for information.

About space150
space150 is a digital agency based in Minneapolis, with offices in New York and Los Angeles. Founded in March 2000, space150 builds digital relationships for many top brands, including American Express, Dairy Queen, Imation Corp., Starz Entertainment and others. Please visit space150.com for information.

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Marcus Fischer
space150
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Michelle Welle
space150
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