Dairy Queen Kicks off Viral Campaign for FlameThrower Burger

Dairy Queen is rewarding select players of it online FlameBlower game with gift certificates

Dairy Queen is generating buzz over its new Flamethrower sandwich with an advergame that lets players virtually navigate a hot air balloon for a chance to win gift certificates.

In the FlameBlower game, players move in a hot air balloon and must consume Flamethrower Chicken sandwiches and GrillBurgers, which parachute from the sky. Gamers use fire generated from the spiciness of the sandwiches to inflate their balloons and torch menacing birds, kites and satellites.

The game is available at DQFlameBlower.com.

Dairy Queen will hand out $25 gift certificates (one per day) to randomly selected players during the promotion.

The campaign is designed to boost sales and awareness of Dairy Queen's FlameThrower Chicken Sandwich and its original FlameThrower GrillBurger.

Dairy Queen is promoting the online game via e-mail to its more than 1 million Blizzard Fan Club members and throughout the Internet. The campaign will run indefinitely.

Launchfire, Ottawa, ON, handles the game; Pierson Grant Public Relations, Fort Lauderdale, FL, handles PR efforts.

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