Nothing says Dairy Queen like a frozen-themed party complete with ice cream cakes and the “Frozen” Queen herself, Elsa. Looking to raise awareness for DQ Cakes, Triangle Dairy Queen turned to Clairemont Communications to create an event that could garner social media attention and build brand awareness with influential bloggers.

The Pitch:

Triangle Dairy Queen hosted a cake decorating party with Elsa for local bloggers and their children. Clairemont designed an event that gave participants the opportunity to decorate and take home their own heart-shaped cake.

Execution:

• Creating a Special Dining Experience for Moms: We invited bloggers to bring their families to try the food, DQ cakes and experience the restaurants features, and family friendly environment.
• Engaging the Kids: The bloggers’ kids were treated as VIPS as they walked the red carpet into the restaurant, took photos with Elsa and helped their parents decorate their very own custom ice cream cake. By engaging the children, we created several photo opportunities that the moms couldn’t resist sharing on social media.
• Key Messaging: While the kids decorated, the owner and operator of Triangle Dairy Queen gave a brief history of the franchise. Knowing these bloggers were extremely interested in community, Clairemont encouraged the operating director to highlight Triangle Dairy Queen’s support of schools and local community organizations.

The Results:

As a result, seven bloggers shared 20 posts from the event on Twitter, Instagram and Facebook. On Twitter alone, the social media mentions were visible to a combined followership of 17,985. Additionally, several bloggers are now brand ambassadors and have posted about Triangle Dairy Queen in recent months.

Want to learn more about Clairemont’s work in the food and beverage industry? Read our posts about restaurant PR.