Industry News | October 20, 2015

Dairy Queen and Diet Coke Grant 'Random Acts of Fandom'

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Fans will have a chance to have their wishes randomly fulfilled when submitted via social media through the “Random Acts of Fandom Giveaway” by the Dairy Queen brand and Diet Coke.

The Random Acts of Fandom Giveaway runs October 19 to November 22, on the DQ brand’s Facebook and Twitter profiles. To enter, Fans answer the question, “I am a fan of…” and include the hashtags #ImAFan and #sweeps. The DQ brand will randomly select one grand-prize winner, three first-prize winners, and three second-prize winners.

“As the makers of Fan Food, we decided we’d like nothing more than to make Fans’ dreams come true and the Random Acts of Fandom Giveaway is our way of giving fans what they truly love,” says Barry Westrum, executive vice president of marketing for American Dairy Queen Corporation. “When you’re a diehard fan of something, that love gets very specific, so we recently surprised one classic car fan with a fully restored 1978 Trans Am car. It is all about the fan. For example, most brands give gift cards. We do too, but we go even further. Our DQ gift card came with a Trans Am.”

The Random Acts of Fandom Giveaway is one of many ways the DQ system, along with Diet Coke, DQ Fans’ favorite no-calorie soft drink, is celebrating Fans in the brand’s 75th “Fanniversary” year. It follows the brand’s biggest menu launch in its 75-year history, DQ Bakes!.

The DQ brand is stepping up its efforts around fandom with the creation of DQ Bakes!, an innovative new line of hot desserts, sandwiches, and snack melts. Earlier this month, the DQ brand surprised and delighted an unsuspecting fan of “Vintage Wonder Woman stuff” with DQ Bakes! and Diet Coke and a music fan with tickets to Las Vegas for a concert.

Along with a new television advertising campaign dedicated entirely to Fans, both the Random Acts of Fandom Giveaway and the ad campaign showcase a wide variety of DQ Fans professing love for their favorite people, places, and things including vintage cars and the perfect nature hideout.

“We’re seeing a tremendous and enthusiastic response from consumers regarding DQ Bakes!,” Westrum says. “Fans are craving our new baked products and engaging in social conversations about the new menu and the TV spot. We’ve received everything from a meme about our TV spot to shout outs about how they can’t stop thinking about the food.”

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.

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