Since 1984, Dairy Queen (@DairyQueen) and Children's Miracle Network Hospitals (@cmnhospitals) have partnered to provide funding for lifesaving treatments for children across the US and Canada. During #MiracleTreatDay, an annual one-day event, $1 or more from every Blizzard treat purchased at participating @DairyQueen locations is donated to @cmnhospitals.
As the event approached this past summer, @DairyQueen wanted to find a new, creative way to invite its fans to buy a Blizzard treat on #MiracleTreatDay and encourage their friends and family members to do the same.
"Our goal was to ensure that every person in America had #MiracleTreatDay on his or her calendar," explains Jenell Lammers, associate digital marketing manager at @DairyQueen.
@DairyQueen and its agency of record, Barkley (@barkleyus), used a powerful combination of Promoted Tweets and TV ads to quickly generate awareness.
Starting several days before the event, @DairyQueen built buzz about #MiracleTreatDay by sending Promoted Tweets with artful and informative GIFs, images, and videos. @DairyQueen fans, including key social influencers, quickly extended the reach of these messages with Retweets.
@DairyQueen then drove even more conversation by running TV ads featuring the hashtag #MiracleTreatDay for four days leading up to the event.
When #MiracleTreatDay arrived, the @DairyQueen community engagement team made the campaign feel personal by monitoring Twitter for real-time opportunities to interact with customers on a one-on-one basis. The team delighted people who Tweeted about the event by swiftly replying with custom pieces of content.