DQ competes in a highly competitive category among titans like McDonalds, Burger King and Wendy’s. While the big dogs outspend DQ, the brand 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.

DQ has something else big ad buys can’t buy: its famous soft serve cone. That’s why every year, DQ celebrates “Free Cone Day” – a day that has become synonymous with the first day of spring. But after five years, fan and media interest in Free Cone Day had begun to plateau, so DQ needed a new hook to celebrate the promotion and kick off soft serve season, even when March temperatures hover at 40 degrees. The objective was a 2.5% increase in same store traffic for the promotion.

DQ brought Happy Hypothesis to life in an integrated campaign rollout that turned a staggeringly obvious piece of data into an engaging promotional content machine. From infographics to video of experiments, the data became the campaign, inspiring America to join the study.

Fueling a robust PR outreach that included:

PR data and infographics, including a spot on the front page of USA Today

Today Show coverage and other national outlets

DQ cone and data delivery to news media across NYC

Data turned into content shared across channels:

Instagram and Facebook published the results in the form of tongue-in-cheek videos highlighting survey data points and happy soundbites from experiment participants

Content was shared through Blizzard Fan Club emails and franchisee local Facebook pages

Countless pieces of user generated content of families participating in the study was highlighted on Instagram Stories, confirming our Happy Hypothesis

DQ scientifically tested and proved that free DQ soft serve cones make people happy. The campaign included an extensive quantitative study and data collection techniques focusing on millennial families– inspired by their behaviors. Experiments included “minivan audiometrics:” decibel levels of family minivans before and after riding through a DQ drive-thru for free DQ cones. “Smile electromyography” tested wideness of smiles and laughter with a free DQ cone in hand. The nationwide proprietary study confirmed our “Happy Hypothesis” with data:

92% of America said a free DQ soft serve cone would make them happy

43.9% of people’s emoji response to a free DQ soft serve cone would be: ??(happy face with tongue out)

40% of Americans are more happy on Free Cone Day than on their own birthdays

The Happy Hypothesis promotion led to the most successful Free Cone Day yet, leading to positive business results all summer. DQ achieved double-digit traffic and sales growth on Free Cone Day, which created sustained momentum for the entire summer treat season, and the most media coverage Free Cone Day has ever received.

It drove traffic: 10% YOY increase in Traffic and 23% YOY increase in cones given

It drove sales: a 12% YOY increase in Net Sales (eg. a lot of food)

It got media attention: 214.3 million earned media impressions, a 70% YOY increase; a 39% YOY increase in ad value ($5M vs. $3.6M)

It launched the brand campaign: +13% YOY sales in the first week

It led to summer-long sales: 12 consecutive weeks of positive weekly growth

Happiness confirmed