@DairyQueen also invited people to show their support by Retweeting a simple, colourful badge inspired by the iconic "I voted" sticker given to people in the US during elections.
"That Tweet was easy to rally behind," said Jen Watson, account supervisor at Barkley. "It gave people a simple way to show solidarity and to spread the word to their networks."
Twitter abounds with celebrities and public figures who like to support a good cause. The #MiracleTreatDay campaign caught the eye of influencers ranging from a comedian to a meteorologist and their Tweets helped the message spread even faster.
On the day of the event, @DairyQueen's community engagement team rewarded people who Tweeted about #MiracleTreatDay by replying in real time with entertaining custom Tweets. The effort enabled the brand to identify enthusiastic customers and develop a more personal relationship with them in a fun, timely way.
The team Tweeted more than 750 replies, including 65 custom images and GIFs. For example, @DairyQueen played tic-tac-toe with one fan while he waited in line to buy a Blizzard.
#MiracleTreatDay is all about making a difference in kids' lives. We promote it on social media to create awareness and get fans and influencers to encourage those around them to get involved. Twitter is a fantastic tool to enable us to do that.