Since the BLIZZARD Treat launched in 1985, Dairy Queen has supplied Fans with tons of innovative flavor creations, some of which have garnered a cult following and cemented their place in the DQ hall of fame. To celebrate this idea and give a device to the return of fan-favorite menu items, BarkleyOKRP was tasked with helping launch the DQ Freezer, the delicious home to all the past BLIZZARD Treat flavors.
To roll out the initial announcement, we staged a stunt in which our social feed would literally “freeze,” teasing this exciting new brand treasure in a manner native to the platform. We implanted fake loading screen images, edited our videos to spontaneously glitch and even communicated in broken sentences, signifying that the DQ Freezer had unleashed on our digital channels.
After a few days of Fans questioning what was going on, we treated them with the news they had been waiting for: the DQ Freezer was officially open, headlined by the return of the Brownie Batter and Frosted Animal Cookie BLIZZARD Treats.
Creative Director: Stacia Weiss
Associate Creative Director: Molly Espenschied
Copywriter: Ryne Mitra
We further leaned into the idea of these flavor drops being "greatest hits" and put together music videos that served as supporting TikTok and Reels content while the products remained in market.
We also created a branded Snapchat Lens that allowed Fans to serve as the security guards protecting the DQ Freezer, as seen in the TV spot.