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Dairy Queen continues to boost its national advertising profile with its new cross-promotion campaign tied to Universal Picture’s film Jurassic World, which hits theaters June 12.
The film is the next installment of Steven Spielberg’s Jurassic Park series.
Dairy Queen is promoting its Jurassic Smash Blizzard Treat and Jurassic Snack Wrap Duo through a mix of television, digital advertising, and social media. The national and spot advertising already had 3,765 airings as of June 9.
The campaign was created by Clarity Coverdale Fury Advertising, Inc., and is the first movie tie-in for Dairy Queen in 20 years.
The campaign features a customer purchasing Jurassic Smash Blizzard Treat while the Dairy Queen is under attack by raptors.
“We are absolutely thrilled to be partnering with Universal Pictures for the new Jurassic World promotion,” said Tim Hawley, Vice President of Marketing Communications for American Dairy Queen Corporation. “Like the Dairy Queen system, the Jurassic Park franchise has a tremendous fan base and incredible staying power. This is a spectacular cross-promotional, retail marketing program for us to kick off the summer season and it is certainly one of the highlights of our 75th Fanniversary year.”
The campaign’s tagline is “An adventure in every bite.”
For more information, read a Mazor’sEdge special report on Dairy Queen.
© 2015 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.