The Dairy Queen® brand is teaming up with Marvel Studios’ highly anticipated movie release, Guardians of the Galaxy Vol. 2, to launch the Guardians Awesome Mix Blizzard Treat and #MissionMixtape, a Fan journey to claim an exclusive mixtape.
The promotion then has fans search the galaxy for a cassette player to hear their celestial reward.
“The Marvel collaboration allows us to bring our Fan Food philosophy to life in our new summer blockbuster Guardians Awesome Mix Blizzard treat,” says Barry Westrum, executive vice president of Marketing for American Dairy Queen Corporation (ADQ). “In the movie, the Guardians are stronger as a team. Likewise, we teamed up with Marvel to create a Fan favorite summer Blizzard treat flavor, mixing brownie and cookie pieces to create ‘Brookie’ pieces and combining them with caramel, choco chunks and DQ vanilla soft-serve.”
Starting April 26 at 12 p.m. CDT, Fans can claim one of 1,000 Mission Mixtapes at MissionMixtape.com. Once claimed, Fans must search the galaxy for a cassette player to play the tape and get a special code for prizes ranging from limited edition, cast-signed Marvel Studios’ Guardians of the Galaxy Vol. 2 movie posters to DQ gift cards. Each cassette tape also includes original, unofficial ‘bonus’ tracks. Fans can share their missions or follow along with #MissionMixtape.
Additionally, customers can upgrade the small sundae in the $5 Buck Lunch meal to a small Blizzard treat for an additional $1.
Dairy Queen also has a TV commercial tie-in.
The promotion is only the second time that Dairy Queen has done a movie tie-in in the past twenty years. In 2015, Dairy Queen tied-in with Jurassic World, which went on to be the biggest film of the summer and the second highest grossing film of the year.
At the time, Dairy Queen’s CEO, John Gainor, noted that he was delighted to see how the branding tie-in boosted sales across the board, and especially for their Blizzard dessert that came in a Jurassic World-themed cup.
Hopefully, Guardians of the Galaxy Vol. 2 will have a similar effect.
For more information on Dairy Queen’s world-wide plans, read a Mazor’sEdge special report on Dairy Queen.
© 2017 David Mazor
Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.