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Dairy Queen

Dairy Queen Logo, Silverpop Client Download the PDF

Franchisor uses dynamic content and social marketing tools to drive fan club memberships, boost store traffic and increase customer satisfaction.

It’s clear that targeting and relevant offers are key factors in the 30 percent growth of our Blizzard Fan Club in less than nine months.

Jamie Guse, ADQ Senior Manager Digital Marketing & Social Media, Dairy Queen

The Company

American Dairy Queen Corporation (ADQ), founded in 1962 and based in Minneapolis, Minn., franchises quick service restaurants specializing in frozen treats in the United States. ADQ operates as a subsidiary of International Dairy Queen, Inc.

The Challenge

ADQ was looking for a new email service provider that could help it better target its subscribers and grow its Blizzard® Fan Club (then 2.8 million members) in a short period of time through relevant offers and excellent customer service. 

ADQ also faced the challenge of how to best handle the up to 2,000 fan club members calling its support center monthly with coupon-related questions. It needed a way to give its consumer relations team access to confirmation information about its Blizzard Fan Club membership and customers who may have deleted emails containing coupons, without giving the consumer relations team direct access to its email marketing platform.

To keep reading about Dairy Queen and their success with Silverpop, download the case study.

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