Developed by GameMill Entertainment, the game is called DQ Tycoon and lets players run their own fast-food franchise. (!) It’s part of a larger campaign, which includes Dairy Queen T-shirts, children’s toys, lip balms, and lotions, to attract a younger demographic.
Part of the challenge is enticing the younger ones to its brand without driving them away with overwhelming advertising. Casual games and interactive websites are part of that strategy.
“We take marketing to kids, so to speak, very seriously,” Michael Keller, the chief brand officer of Dairy Queen International, told the NY Times. “We’re trying to figure out a way they can spend more time away from us in the stores, without encouraging them to buy any junk,” he said.
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