The Deeqs
Dairy Queen asked space150 to create a new DQ Kids Program to get Tweens (8–12 year olds) excited about DQ and increase kids' meal sales.
As the lead copywriter on the project, I collaborated with a team of designers to create a new species of fun-loving soft serve creatures called the "Deeqs," their cloud world, DQ-topia, and a fantastical creation story that dated back to when the founders of Dairy Queen invented soft serve ice cream.
We produced a website featuring the Deeqs' creation story, unique characters, customizable interactions, and a flash-based gaming experience following a storyline.
In addition to the online experience, the Deeqs campaign included e-mail marketing, web ads, and in-store collateral.
Deeqs Email Marketing:
Due to the age of our audience, all of the copywriting had to comply with CARU (Children Advertising Review Unit) guidelines.
Awards:
2008 OMMA Awards Finalists: Integrated Online Campaign
2008 W³ Awards Gold Winner: Website - Games and Gaming Related
