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March 24, 2011 at 10:10 AM EDT
Dairy Queen® Promotes Random Acts of Kindness in New Online Contest

Hoping to spark random acts of kindness and spread smiles and stories across the country, Dairy Queen® recently launched an exciting online video promotion that rewards contest winners with a Mini Cooper Countryman car.

The Dairy Queen system’s Mini Blizzard® TREATment online video contest promotes spontaneity and infuses a “you could be next” spirit. “Give someone special a surprise ‘treatment’ with your favorite Mini Blizzard in hand, record the moment on video and you could win a car. It’s that easy,” said Michael Keller, chief brand officer for American Dairy Queen Corp. “This Mini promotion will inspire our fans to capture the passion and love they have for our brand.”

Beginning now until April 30th, DQ® customers can submit their videos to DQ.com/mini. All submitted videos will be narrowed down to the top 24 based on content and creativity and on May 4, the DQ system’s 2.7 million Facebook fans will vote on the winning video entries at facebook.com/dairyqueen. Voting to determine the final six winners who will drive away in a Mini Cooper Countryman car will continue on Facebook through midnight on May 18. The winning videos will be posted at DairyQueen.com and the DQ Facebook page.

The Mini Coopers will be awarded to each winner at their local Dairy Queen restaurant on the first day of summer, June 21.

“The Mini Blizzard® TREATment is a sincere and genuine campaign that really gets to the core of giving and treating one another,” said Keller. “Each video will tell a story that the online community can share over and over again.”

To encourage video submissions, Dairy Queen has posted to facebook.com/dairyqueen a series of outlandish mini webisodes of the Mini Blizzard Treatsmen chronicling their adventures of treating people unexpectedly on the street and in Dairy Queen locations.

As an added in-store celebration during April, participating Dairy Queen and DQ Grill & Chill® locations will offer the Mini Blizzard Treat for $1.99. Also in April, Dairy Queen will feature as the Blizzard of the Month the new Caramel Toffee Cookie made with chewy toffee cookie pieces rich with almonds and toffee-caramel and blended with creamy vanilla soft serve.

Entry details, rules and regulations are available at facebook.com/dairyqueen.

Contacts:

For International Dairy Queen
Chris Feeley, 954-776-1999 ext. 237
cfeeley@piersongrant.com
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