With “Find Your Summer”, devised by Lola Mullenlowe, Magnum showed that ice cream can also be consumed in winter. Following those steps, the restaurant chain Dairy Queen He has taken advantage of the snowfall of the season in Canada to promote his sweet products through a fun campaign of outdoor advertising.

Created in collaboration with Publicis toronto, The brand has converted the lots of accumulated snow into different surfaces to invite Canadian consumers to continue consuming ice cream, even in winter. Thus, the snow has been adorned with the characteristic red spoon that identifies the brand, and large toppings to emulate the Dq blizzards, The ice cream that Dairy Queen markets.

With the intention to contribute Interactivity to facilities -Covered in Ottawa, Winnipeg, Collingwood, Whistler and Calgary-, the spoons have included a QR code that, when scanning it has allowed participating in a Contest to obtain free Blizzards for a year.

Thus, during the last weeks Dairy Queen has created a kind of treasure search. Has encouraged users to follow their profile on social networks for discover clues about where the facilities were going to be located, and thus go to see them and access the raffle.

“Dairy Queen has always dedicated himself to creating moments of joy and happiness for our fans, and the DQ Blizzard Banks are the perfect incarnation of this”, Commented Candida Ness, Marketing Vice President of Dairy Queen Canada, according to Little Black Book. “We are delighted to offer this fun and interactive way to celebrate the season and encourage people from all over the country to enjoy a sweet gift”

According to the aforementioned media, Dairy Queen’s campaign has also had the Influencers participation, and has established a collaboration with the Weather Network Meteorological Portal to promote the initiative.

“The Blizzard DQ are something so iconic and recognized that we could not miss the opportunity to have fun with them“said Vini Dalvi, creative director of Publicis Toronto.”Ultimately, we want people to think about our ice cream every time they see a snow bank. By creating these facilities we are simply reinforcing something that people already know … the Blizzard DQ are the final sweet regardless of climatic conditions“