Texas Dairy Queen Summer Blizzard Influencer Box

When Dairy Queen prepared to launch its limited-time Summer Blizzard Menu, we knew we needed to find a clever way to make these flavors the talk of Texas all summer long. We produced a share-worthy, “Coolest Summer Ever” themed PR box and sent it to approximately 60 social influencers across the state. The box featured campy "summer road trip"-themed merch, enclosed in a mock DQ cooler.
The campaign earned unpaid, quality brand and product mentions from 61% of our distribution list, with upwards of 5.4MM follower reach. Additionally, two influencers hosted unprompted, unpaid giveaways of the merch, producing over 1K entries and new DQ Instagram followers. Influencer content surrounding the merch and Summer Blizzard Menu earned hundreds of comments expressing enthusiasm in the initiative and the DQ brand.