Dairy Queen Celebrates Blizzard Birthday With Fan Club, Sweeps

Dairy Queen is marking a new milestone, kicking off a yearlong 20th birthday bash of its Blizzard Frozen Treat, featuring a new online fan club and a scratch-and-win sweepstakes.

Dairy Queen celebrates 20th Blizzard birthday with cup coded sweeps

"Blizzards are the most cravable treat on our menu and as a result, fan loyalty is off the charts," said Patty Halvorson, director-national/local promotions for International Dairy Queen, in a statement. "So it made sense to reward our raving Blizzard fans during the 20th birthday celebration."

Consumers who visit Blizzardfanclub.com can join the QSR's new Blizzard Fan Club. As a club member, consumers will receive an online coupon for a "buy one, get one free" 16-ounce Blizzard treat, receive monthly e-mail updates on new flavors, learn details about Blizzard events and receive a special birthday greetings with a second free Blizzard coupon. The club is open to consumers 13 and older. Fans under 13 can visit their own online club at Thedqlab.com.

"The Blizzard is a brand in and of itself," said DQ spokesperson Dean Peters. "It's something that has exceeded our wildest dreams. It's something that is synonymous with Dairy Queen."

To celebrate its 20 years of Blizzard success, Dairy Queen invites consumers who buy 12- or 16-ounce Blizzard treats in branded and coded Birthday Bash cups to enter its online scratch-and-win game. A 12-ounce Blizzard sells for $2.39; a 16-ounce retails for $2.79. Prices vary upon location.

To enter, consumers must key in the numeric code online from their specially marked Blizzard cups. Once accepted, visitors "scratch-off" a choice of five squares from a 25-square online grid with their mouse. If all squares match, the consumer wins. Up to three plays a day will be allowed per e-mail address. Prizes include a 42-inch Plasma screen TV, an Apple 20GB iPod, a Microsoft Xbox video game system and a year's supply of free 16-ounce Blizzard treats.

In addition, consumers who register will be eligible for a bi-weekly drawing of prizes, including Apple iPods and MP3 players.

The sweeps is open to consumers 13 and older and runs through March 28, 2006. Minneapolis, MN-based American Dairy Queen Corp. and Dairy Queen Canada, Inc. sponsor.

In-store merchandising, print ads, P-O-P and Internet materials support.

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