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Dairy Queen is looking for another T-Rex-sized summer tied to the theatrical release of Jurassic World: Fallen Kingdom.
Dairy Queen is featuring the Jurassic Chomp Blizzard — vanilla soft serve blended with chocolate-dipped peanut butter bites and fudge topping—as a tie-in with the blockbuster film.
This is the third go around for Dairy Queen with a major summer movie tie-in. In 2015, DQ had a tie-in with the first Jurassic World, and in 2017 they tied into Guardians of the Galaxy Vol. 2.
At the time, then CEO John Gainor noted the strong boost that sales received just from putting a Blizzard dessert in a movie-themed cup.
Gainor’s successor at CEO, Troy Bader, agrees and says there is a positive change as well.
“These days movie studios aren’t looking for millions in sponsorship fees,” Bader says. “They are looking for the connection to your advertising.”
For Dairy Queen, it’s an opportunity to link to a massive promotional campaign.
The Jurassic World: Fallen Kingdom $185 million media value global campaign is double in size of the campaign that ran for Jurassic World. In addition to Dairy Queen, JEEP, Dr. Pepper, Doritos, Kellogg’s and Mars Candy are just some of the heavyweight players that are tied-in with the film.
Dairy Queen is running Jurassic World: Fallen Kingdom-themed TV ads that began 30 days before the theatrical release date and will continue all summer.
Jurassic World: Fallen Kingdom opens in U.S. theaters on June 22.
2018 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.