12th Annual Shorty Awards Categories


The final deadline to vote for your favorite nominee or to enter your brand or organization was on Thursday, February 20th, 2020.

Influencers

Honoring the most notable and viral influencers and creators from 2020. See below for official categories.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

DQ Fall Blizzard Candle Collection

Entered in Food & Beverage

Objective

DQ competes in a highly competitive category among fast food giants  McDonalds, Burger King and Wendy’s. And while the big dogs outspend DQ, DQ has something money can’t buy: the hearts of consumers. In a recent Morning Consult survey, DQ was voted the “#22 Most Loved Brand in America,” ahead of Disney and Chik-Fil-A. The DQ brand is built around a simple idea of making people happy, so every year, DQ aims to find more happy moments for fans through food and treat. Seasonal menus are one way DQ does just that. 


DQ is a brand synonymous with summer, and each year they kick-off the season with a Summer Blizzard Menu. However, DQ also has flavors for the other seasons and started creating a Fall Blizzard Menu. So, they had to do something special to celebrate the second annual launch of the DQ Fall Blizzard Treat Menu and prove their treats never go out of season.

Strategy

America is obsessed with all things fall, especially fall candles. In fact, it’s a 3 billion dollar category and growing. So to help their Fall Blizzard Treat Menu catch fire, DQ® gave the nation what they didn’t need, but desperately wanted—another candle line. Introducing Blizzard Treat Candles. 

The Fall Blizzard Treat Candle Collection was the first-ever candle line inspired by DQ soft serve, featuring five seasonal flavor scents including Harvest Berry, Heath Caramel Brownie, Snickerdoodle Cookie Dough, Snickers and of course, Pumpkin Pie.

The full set was available through microsite and promoted on DQ social pages. Plus, an influencer partnership that amplified the excitement of this highly unique candle unboxing.  

Results

The campaign garnered over 85 million earned impressions with an ad value of over $1.44 million. The candles were so popular that all available sets were claimed within 30 minutes of launching the site—thus successfully igniting America’s fall obsession and leaving thousands saying finally, a blizzard treat for my nose.

Media

Video for DQ Fall Blizzard Candle Collection

Produced by

Barkley, Dairy Queen

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, and the rest of the social web.

the final deadline FOR voting and entering in the 12th annual shorty awards WAS on thursday, FEB 20TH.