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Dairy Queen Celebrates the 20th Birthday of the Blizzard with the Blizzard Fan Club, a Web Site and Email Loyalty Program Built by Fishbowl Marketing.

ALEXANDRIA, Va. -- Since its introduction in 1985, more than 75 Blizzard Flavors have been introduced in Dairy Queen(R) stores nationwide. A cool combination made by mixing creamy smooth DQ(R) soft serve with crushed up cookies, candy and fruit toppings. The Blizzard has become a pop-culture dessert icon. To celebrate its 20th birthday, DQ looked to Fishbowl(R), a full-service marketing company for the hospitality industry, to launch one of the largest interactive online promotional campaigns in the industry, the Blizzard Fan Club.

Fishbowl developed the two key elements of the Blizzard(R) Fan Club program, a consumer web site (www.blizzardfanclub.com) and an email loyalty program designed to engage members, promote the brand and drive traffic to approximately 5,500 local Dairy Queen locations in the U.S. and Canada. The campaign features over 2.5 million cups with "scratch and win" codes printed on them. Members go online to enter the code for a chance to win prizes and sign-up for the fan club to receive news, promotions and coupons.

Fishbowl updates the Blizzard Fan Club loyalty web site homepage with the Blizzard flavor of the month, new Dairy Queen products, and promotions. The email-based loyalty program includes touch points when the member joins the club and on their birthday as well as monthly emails containing new Blizzard promotions, flavor updates, contests and more.

"The Blizzard Fan Club is a 100% online promotional loyalty program that has exceeded all our expectations even within days of the launch on March 15th. We currently have over 250,000 members and growing - that's more than 3,000 new enrollments each day --,"said Patty Halvorson, Director of National/Local Promotions, for International Dairy Queen. "With Fishbowl's online loyalty platform, we have implemented an amazing multi-dimensional campaign with email loyalty and viral marketing programs - all building the Dairy Queen and Blizzard brand nationwide, across demographics. And this is only the beginning."

Dairy Queen is leveraging the online personality of its target audience - age 13 to 45 - through viral marketing incentives. Club members are encouraged to share the fun of the Blizzard Fan Club with their friends and invite them to join the club.

"The Blizzard Fan Club is experiencing extremely high responses for its email campaigns, including a 50% open rate and a 55% click through rate," said Fishbowl President Scott Shaw. "The integrated on-line program is helping Dairy Queen build awareness of the club and obtain new members, who are increasing frequency and referring new customers as well."

Fishbowl's Guest Loyalty(TM) platform is designed to build a long-term relationship between a restaurant and its customers through personalized and relevant communications. The platform includes multiple touch points that keep members engaged and interacting with the brand in-between visits and creates reasons to return or share the information with friends. These communications ensure that the restaurant is top of mind, increases repeat visits and revenues.

About Fishbowl

Alexandria, VA-based Fishbowl is the leader in innovative marketing programs for the hospitality industry. Fishbowl's flagship email loyalty platform helps restaurants identify their customers through data capture and hosting and while providing email-based relationship marketing promotions and campaigns. Fishbowl provides services to over 7,000 units in 125+ restaurant chains. For more information on Fishbowl, call 703.836.3421, x.105, email info@fishbowl.com, or visit www.fishbowl.com.

About IDQ

International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops, licenses and services a system of more than 5,400 Dairy Queen(R) stores in the United States, Canada and other foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway. In 2001, IDQ launched a new concept called DQ Grill & Chill(R) that blends the best of the Dairy Queen brand's heritage with the most modern innovation in quick service food and design, featuring an all new expanded menu and newly designed restaurant interiors.

Fishbowl is a registered trademark of Fishbowl, Inc. Other brand and product names are trademarks of their respective companies.
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Publication:Business Wire
Date:Jun 14, 2005
Words:685
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