Dairy Queen adds Blizzard cups featuring QR codes to mobile marketing campaign

The Original Dairy Queen Neon Sign

The Original Dairy Queen Neon Sign
Dairy Queen’s 2011 Miracle Treat Day campaign will be featuring Blizzard cups with QR codes that can be scanned using smartphones in order to instantly donate money to the Children’s Miracle Network charity.

Mobio Technologies, Inc. (formerly known as Mobio Identiy Systems, Inc.) have announced the creation of 7.9 million Blizzard cups that are enabled with a Mobio-enabled QR code. These cups have already been distributed to every Dairy Queen location in Canada, in preparation for the charity campaign that started on July 18, 2011.

Beginning at the start of the campaign, customers purchasing Dairy Queen Blizzards were able to scan the code on the cup in order to make an instant donation to the charity. The Mobio app also allows these same smartphone using customers to read the stories of children who have benefitted from similar donations. Customers can also use the code to “like” Dairy Queen on Facebook, follow it on Twitter, or join the DQ Blizzard Fan Club.

According to the National Marketing Manager of Dairy Queen, Jessica Warren, Mobio will bring a significant amount of additional value to the partnership that has been growing between the Children’s Miracle Network and Dairy Queen over the last 27 years. She explained that “Smartphones and QR codes will allow us to reach out and build relationships with a whole new generation of customers.”

Chief marketing officer Mark Binns of Mobio Technologies, Inc., explained that what his company has done is turn the basic purchase of a Blizzard treat into an opportunity for the customer to take part in a more interactive experience.

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