Dairy Queen reaches consumers

Mobile Posse, Inc., the provider of idle screen content and advertising for mobile, is helping Dairy Queen reach consumers on-the-go through their mobile phones. Starting in March, Dairy Queen and digital agency space150 piloted Mobile Posse’s idle screen advertising platform to promote its new Sweet Deals value menu. Consumer response to Dairy Queen’s campaign was outstanding, with click-through-rates averaging more than 22 percent. These results raise the bar for mobile campaign performance and demonstrate the ability of mobile advertising to effectively engage U.S. consumers.

Dairy Queen’s campaign drove awareness of its Sweet Deals value menu among value-conscious consumers. Delivered at 5 p.m., as people start to think about dinner plans, the advertisement promoted meal options from $3 to $5 . The Sweet Deals value menu was also promoted through sponsorship of daily weather forecasts. Click-through-rates for the Sweet Deals advertisement averaged a remarkable 22 percent. The campaign was also very effective at engaging unique mobile users, with nearly 54 percent of all Mobile Posse users electing to view Dairy Queen’s Sweet Deals advertisement via the idle screen banner or through the application’s Recent Offers Menu. In addition, more than 69 percent of all Mobile Posse users viewed the Dairy Queen sponsored weather forecast at least once during the campaign.

International Dairy Queen (IDQ), develops licenses and services a system of more than 5,600 Dairy Queen stores.