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.
To celebrate DQ’s Fall Blizzard Menu, we launched a collection of six scented pillows inspired by each flavor.
Yes, you smelled that right—Pumpkin Pie softness and cuddly Cinnamon Roll Centers.
To spread the happiness, we hosted a social sweepstakes, giving fans a chance to win a set of three pillows. The goal? Keep DQ top of mind with Gen Z and millennials for fall treats, boost social engagement, and drive earned media buzz.
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. 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 pillows, we captured content for the sweepstakes’ landing page, emails, and suite of social assets.
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 social.
Our biggest hurdle was keeping up with all the engagement, love, and hype for both the pillows and the Fall Blizzard Menu flavors.
Our deliciously scented decor struck internet gold.
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 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.
Credit shared with agency, client, and production partners.