Le’Veon Bell,
Crewmember.

Dairy Queen: Le’Veon Bell

NFL player Le’Veon Bell was a free agent and decided to post a video to Twitter of him jokingly applying for a job at Dairy Queen.

Modern Consumer Insight

Today’s consumer appreciates it when brands have a sense of humor and play ball when celebrities mention them.

Challenge

How does a brand like DQ make the most of a moment like an unpaid celebrity mention? And stay true to their brand?

Solution

We hired Le’Veon. For a day. Bell came to DQ and joined the crew, learned the tricks of the Blizzard trade and met with members of the press to spread the word.

Results

205M

Impressions


991%

Social mentions
of DQ increased


12.1M

Earned media and one NFL contract for 2017 season