DQ S'Mores
Case Study
DQ S'Mores
AUDIO
SHOPPER MARKETING
POINT OF SALE
Objective:
With summer just around the corner, Dairy Queen was gearing to launch a new menu item, the DQ S’Mores Blizzard. Although it was a
“new” flavor, the campfire treat S’mores has been a well-known food concoction in the US. With their target audience already being
familiar with S’mores, Dairy Queen needed a way to leverage that familiarity to create a fun and engaging display that would excite
consumers about their new treat.
Solution:
In order to get consumers excited about Dairy Queen’s new menu item, Americhip produced an interactive table tent. The table tent had
images of the new product along with the traditional main ingredients of the popular treat. With the familiar sights of S’mores hitting the
audience, the next logical step was to deliver sound. Through the use of an audio chip, the table tent also invited consumers to engage
with the table tent by singing along with Dairy Queen’s rendition of a S’mores campfire song. A prominent button was placed onto the
table tent for consumers to incessantly hear and sing along with the catchy 10 second tune. The table tents were launched in the
summer, a perfect time to induce the nostalgic power of S’mores.
Although the table tent was simple in design and concept, it easily delivered Dairy Queen’s message that S’mores can be enjoyed at
their restaurants in a fun new way, without a campfire
Americhip Inc.
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(310) 323-3697
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www.americhip.com
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info@americhip.com
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