Quick-serve restaurant chain, Dairy Queen, wanted to increase sales for the month of July by launching a targeted campaign to their existing Blizzard Fan Club members. The primary goals were to increase in-restaurant sales while growing their online fan base by 300,000 using social sharing tactics. They crushed the member sign-up goal by 700,000.
Dairy Queen currently has a 4.1 million member fan club they’ve built over the years on their in-house platform. The secret to their success are the people behind it. They have highly skilled content curators who study what members like and dislike to give them what they want, not what a marketing agency or department thinks will work. Another ingredient to that success is that corporate believes in the club and backs their beliefs with an adequate budget. The curators are given great coupon offers for all members, they do frequent member stories (they feature a member’s family, not just that person), let them vote on new menu ideas, provide members only breaking news, and more.
They sent out targeted emails to select members encouraging them to post a buy-one-get-one-free coupon on their Facebook wall using a Share-to-Social tool. The tool tracked how many friends of the person who posted the coupon signed up as new members. To help the campaign go viral they made a competition out of it by offering free ice-cream for a year to the winner along with other smaller incentives.
A little late to the social media scene, the veteran fast-food chain Dairy Queen jumped fully on board in 2008. Its blog is written by employees and does a great job of providing a ‘human voice’ to its news. The Chief Brand Officer does a podcast and its Facebook page is adding more than 100 people a day. It’s about to launch an iPhone app. Case Study