By turning restaurant signs into points of conversation, Dairy Queen outlets amassed blog mentions, media coverage, photo sharing and, whether begrudging or not, stops by parents with kids in tow — all with no financial outlay. What DQ’s approach can teach us:
- Keep it inexpensive. The special DQ sign cost no more than the hourly wage of an employee. Passersby took photos and the sharing, complete with snarky comments, began.
- Surprise people. People expect company signs to promote sale items or specials, not to feature statements that make you laugh, think, share, comment and possibly stop.
- Make sharing easy. Anyone with a mobile phone could snap and share a photo of DQ’s signs. From there, the images got contagious. When actor George Takei posted the sign for his nearly 2 million Facebook fans, it prompted 20,000 likes, 2,400 comments and immeasurable additional views.