On April 1, 2005 Dairy Queen® will launch the DQ® Crew ClubTM and www.thedqlab.com for kids ages three to twelve featuring 3D web games, a customized DQ e-newsletter, and the chance to earn Crew CoinsTM redeemable for online prizes. >The formation of the new DQ Crew Club is one part of Dairy Queen’s overall marketing strategy to promote what is new and different at Dairy Queen.
To that end, Dairy Queen has partnered with www.nick.com, Nickelodeon's official web site, to promote the DQ Crew Club. To help kick off the DQ Crew Club, nick.com will sponsor the "Spring into Action" sweepstakes, where kids can enter to win a $500 gift certificate toward outdoor fun items such as a 12-speed bike, a scooter, or rollerblades. DQ’s partnership with nick.com also includes a year-round web site presence for the DQ Crew Club.
“Nick.com receives an amazing 8.3 million visitors per month, making it one of the most popular kid sites on the web,” says Patty Halvorson, director of national/local promotions for International Dairy Queen. “This partnership will provide added web exposure for our DQ Crew Club.
“Kids today are extremely Internet savvy,” she adds, “They ‘IM’ their friends and look for sites with games created just for them. We wanted to give kids a safe, fun place to play and interact.”