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    « NASCAR and INDYCAR Should Look to Formula 1 For Activation Best Practices | Main | Hublot Teams Up with Manchester United for a Unique Promotional Stunt »
    Saturday
    Oct222011

    Dairy Queen Partners with the Penguins on an Official Collectors Cup Series

    DateSaturday, October 22, 2011 at 12:50AM

    Dairy Queen recently teamed up with the Pittsburgh Penguins to offer an outstanding collectors cup series featuring the names and likenesses of six (6) Pens players, including star goalie Marc-Andre Fleury.

    Over a six (6) week period, fans across Pittsburgh and surrounding areas can purchase the collectors cups at select DQ locations for just $1.99 with any purchase or with a 16 oz. Blizzard Treat for just $4.99.

    Dairy Queen's promotion with the Penguins signals how teams can successfully work with (relatively) non-traditional retail partners to effectively leverage marks in a manner that drives sales and reaches new segments of consumers.

    The promotional effort follows an initiative that Dairy Queen and the Penguins offered in the Spring where fans could redeem a coupon for a Buy One, Get One Free Iceburgh Chocolate Xtreme Blizzard Treat (leveraging the team mascot's name and likeness). 

    Check out Dairy Queen's limited edition collectors cups below:

    AuthorBrian Gainor | CommentPost a Comment |
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