CAMPAIGN
Dairy Queen
Challenge
Promote Dairy Queen’s summer drinks through a brand act
Key Insight
Summer days are hot, but summer nights feel hotter
Big Idea
DQ Chill Truck Tour
THE DQ CHILL TRUCK
The DQ Chill Truck is a freezer truck that will roam through cities at night when people are trying to sleep.
People can come and sit inside the truck, cool down, and enjoy a free cold drink from Dairy Queen.
The Chill Truck will be a national tour, travelling across Canada during the hottest time of the year.
The truck driver and host of the tour will be Queen Trixie Mattel, because it only makes sense to have a Queen host a Dairy Queen tour.
Truck Interior
Touring Cities
Tour Merch
SO HOW WILL PEOPLE KNOW?
GEO-TARGETED ADS
When it's late and night and people can't sleep cause of the heat, what do they do? They tend to doom-scroll on social media platforms like Instagram.
So, we'll grab their attention there using geo-targeted ads, with a map that's tracking the DQ Chill Truck in their area. When the click on it, they’re taken to the DQ app where they can can use the live map to lead them to the truck.
This ad will also be place in the weather app because when it's hot, we tend to check our weather apps.
ORGANIC REACH
With the campaign being very PR-able, we expect to gain a lot of organic reach.
