Objective
- Develop an engaging new media program to drive traffic to DQ stores and website
- Build buzz around launch of Waffle Treats while reinforcing DQ as destination for families and friends
Strategy
- Developed promotion rewarding consumers for submitting photos with friends enjoying DQ Waffle Treats for chance to win $500 each day
- Built micro-site to utilize social media functions such as commenting, sharing, and ranking of user-generated photos
- Supported program with customized point-of-sale experience, dedicated emails, TV tags, online media, public relations and viral blog outreach
Results
- Achieved 75% franchisee compliance, the highest in participation in five years
- Received over 1.5 million page views, including 200,000 unique visits
- Captured visitors to dedicated site for an average time of four minutes and 31 seconds
