DQ Crowdsources the 25th Blizzard Birthday

Frozen treat retailer Dairy Queen reached out to its loyalists in selecting the design for a new logo that will roll out next year, celebrating the 25th anniversary of the invention of its iconic Blizzard dessert.

The Minneapolis-based chain contacted the 2.2 million registered members of its Blizzard Fan Club via e-mail back in July and asked them to choose a logo that will appear on Blizzard cups and other promotional DQ materials throughout 2010, in recognition of the mixed ice cream treat that now virtually defines DQ for many customers.

The last Blizzard birthday that DQ celebrated, the 20th anniversary in 2005, included the creation of that very same Blizzard Fan Club, available online.

Brand lovers who sign on to the Blizzard Fan Club receive coupons and special two-for-one offers as incentives for joining the club or forwarding an invitation to a friend. But they can also get rewards that are more social than sweet, including sending a “DQ Slow Jam” musical message to a friend, voting for a future Blizzard flavor of the month, and offer up their “Blizzard confessions” for use on cups promoting the fan club.

“This is another perk to being a member of our Blizzard Fan Club,” Michael Kelleher, chief brand officer for International Dairy Queen, said of the logo selection vote. “Most clubs, including ours, offer special deals, but we took it one step further, giving our fans a chance to partner with us as we move forward with plans for the year-long celebration of the Blizzard’s 25th birthday.”