Oreo 100th Anniversary Dairy Queen
Kraft was about to mark the 100th birthday of the OREO cookie. Since this was the most popular Blizzard Treat ingredient, a partnership to celebrate the occasion made perfect sense. And while we were at it, we wanted the resulting digital campaign to drive sales at physical DQ locations. We leaned on a common social media behavior — checking in — to drive store traffic and measure the campaign’s success. Teams competed to check in 100 times at DQ locations for the chance to win a $100,000 grand prize. Along the way, they could also win smaller prizes by earning badges for feats like visiting DQ locations on the three coasts, milestone check-ins, and for sharing their participation. Launched in April, the campaign generated over 14,000 check-ins, a 226% daily increase. And teams unlocked over 4,000 badges throughout the campaign. All before summer even hit.