DQ Fall pillow sweepstakes
How does a brand that’s famous for summer treats stay top of mind during fall? With the trendiest trend of the season: COZY FALL DECOR.
Enter the DQ Fall Blizzard Menu Pillow Flight Sweepstakes:
With the release of DQ’s Fall Blizzard Menu lineup, we dropped a brand new collection of six scented pillows inspired by each flavor. You smelled that right, we’re talking Pumpkin Pie softness and cuddly Cinnamon Roll Centers.
And because DQ is in the business of spreading happiness, we gave our fans a chance to win one flight of 3 pillows through a social sweepstakes. Our goal was to keep DQ top of mind with Gen Z and millennial consumers for their fall seasonal treats, encourage social engagement on DQ's pages, and drive earned media coverage.
Running a social sweepstakes? Easy.
Actually creating real-life treat-scented pillows? Challenge accepted.
Our team brought every DQ Fall Blizzard flavor to life with one-of-a-kind pillow designs and partnered with a vendor to print the unique fabrics.
We “smell-tested” multiple scent concoctions to capture the essence of Cinnamon Roll Centers, Pumpkin Pie, Oreo Hot Cocoa, Snickers Brownie, Reese’s Take 5, and Very Cherry Chip.
After finalizing our pillow designs and scents, we executed a lifestyle shoot to capture content for the sweepstakes’ landing page, emails, and social assets. Then we got to work building our digital suite of contest materials.
The DQ Fall Blizzard Menu Pillow Flight Sweepstakes went live at the end of August (when pumpkin-themed everrrything hits the market.) Starting with a teaser phase to build excitement, we then launched the official sweepstakes on Facebook, Instagram and Twitter.
The biggest challenge of them all?
Simply keeping up with all the engagement, love, and overall hype for both the pillows and the Fall Blizzard Menu flavors.
Our deliciously scented DQ decor struck internet gold.
People went nuts for these pillows in the comments! Social conversation surrounding the sweepstakes was overwhelmingly positive (98% Pos/Neu sentiment) and with an 11.99% engagement rate, we surpassed organic ER goals by 359%.
Fans were ecstatic about the new fall flavors, and scents. They loved the unique pumpkin pie and cinnamon roll designs and made sure to share which one they hoped to win. With over 32,000 entries, the 342 lucky winners got to show off their Fall Blizzard decor on Instagram, Pinterest, TikTok, and more.
In total, the DQ Fall Blizzard Pillow Sweepstakes garnered 1.6 million social engagements and this cozy craze translated to a total of 197 million earned impressions.
Our social contest secured 155 media placements for DQ’s Fall Blizzard Treat Menu across national broadcast, home and design, lifestyle and Gen Z verticals, including People, Apartment Therapy, Elite Daily, PureWow, SimpleMost, and more.