Recently, Dairy Queen kicked off a social media promotion to celebrate the 25th anniversary of its Blizzard ice cream treat by asking consumers to upload a one-minute video of themselves on YouTube singing “Happy Birthday” to the Blizzard. For those who weren’t comfortable singing, video submissions could also be in the form of a rap, rhyme or dance.

Celebrating Blizzard’s 25th birthday should be an effective promotion to build DQ brand esteem. By encouraging consumers, especially children and teenagers, to sing “Happy Birthday” to the Blizzard, it makes the product feel more like a close friend. This will build the relationship between the product brand and the consumers and inspire positive associations such as happiness, celebration, and sharing, to enhance the brand esteem in consumers’ minds. Brand esteem stimulates brand loyalty and is an important part of building brand equity.

DQ is also using a number of communication channels to enhance the effectiveness of the campaign. The use of social media and user generated video submissions enables DQ to connect with young consumers in a friendly and personalized way. DQ will hold nationwide Blizzard birthday parties where they will hand out over 10,000 mini Blizzards to the public, play games, and hold live concerts. Michael Keller, chief brand officer of International Dairy Queen, said the campaign is about connecting with consumers via different channels: TV, online and in-stores.