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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

Dairy Queen partners with Nickelodeon

Dairy Queen has partnered with Nickelodeon's web site, www.nick.com, to promote its new DQ Crew Club for kids ages 3 to 12 and a new web site for kids, www.thedqlab.com. It will feature 3D web games, a customized DQ e-newsletter, and the chance to earn Crew Coins redeemable for online prizes. The Crew Club and web site are part of Dairy Queen's marketing strategy to target children by promoting what is new and different at Dairy Queen.

Nick.com will sponsor the Spring in Action sweepstakes to kick off the DQ Crew Club, where kids can enter to win a $500 gift certificate toward outdoor fun items such as a 12-speed bike, a scooter, or rollerblades. Nick.com will also feature a year-round presence for the DQ Crew Club.

"Nick.com receives 8.3 million visitors a month, making it one of the most popular kid sites on the Web," says Patty Halvorson, director of promotions for International Dairy Queen. "Kids today are extremely Internet savvy," she adds, "They 'IM' their friends and look for sites with games created just for them. We wanted to give kids a safe, fun place to play and interact."

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