Converge Weekly

Space150, a digital marketing agency has launched an interactive campaign for International Dairy Queen. The campaign, titled “Meet the Goodies” personifies the special ingredients found in September’s Blizzard of the Month – the OREO Cookie Jar Blizzard Treat. The four main ingredients: OREO cookie pieces, Cookie Dough, Fudge, and DQ’s iconic Soft Serve are brought to life as 3-D animated characters in a multi-faceted digital campaign.

There is an irresistible draw to these characters that will strike an emotional chord with Dairy Queen’s consumers of all ages. By leveraging the two iconic brands – Dairy Queen and OREO – and building characters as appealing as the flavors themselves, the aim is to drive awareness of the OREO Cookie Jar Blizzard and spreading smiles.

The “Meet the Goodies” digital campaign began from September, 2009. It allowed users to interact with the characters by visiting http://goodies.blizzardfanclub.com/, where they could customize e-cards that can be sent to friends and family. Other character engagements include an interactive display campaign – extending the characters’ reach well beyond the onsite environment.