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Dairy Queen launches music video contest

Dairy Queen is giving fans the chance to contribute to a song as part of a contest honouring the comeback of the S'mores Blizzard Treat

Dairy Queen has launched a music video contest to promote the return of the S’mores Blizzard Treat.

Until June 30, fans in Canada and the U.S. are invited to submit a 45- to 60-second video of the next verse for the S’mores song featured in the new DQ commercial. A panel of Dairy Queen judges will narrow it down to three finalists, and the winner will be determined by fan vote. The finalists’ entries will be posted on the contest website on July 7; fans can vote until July 18.

Entries can be submitted to smoresong.com. Visitors to the website can also download the S’mores Song ringtone, S’mores Song sheet music, remix the S’mores Song and access the S’mores survival guide.

With summer and campfire season approaching, Dairy Queen wanted a fun campaign to engage consumers, said Denise Hutton, vice-president of marketing for Dairy Queen Canada. “With some nice prizing associated with it, we’re expecting it to be a great success.”

The grand prize winner will receive $10,000. Second prize is a $1,000 Dairy Queen gift card and third prize is one Blizzard Treat per month (in the form of a $260 DQ gift card). The company is promoting the contest through its social media channels, including Twitter.com/DQCanada and Facebook.com/DairyQueenCanada. Media Profile is handling PR in Canada.

The S’mores Blizzard, which was first introduced last summer, is a blend of marshmallow-filled chocolate bars, graham crackers and soft-serve ice cream. “It’s been one of the best-selling Blizzards we’ve had—it’s really the quintessential treat for summer,” said Hutton.

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