space150, the digital marketing agency of record for American Dairy Queen Corporation (ADQ), developed and launched a new mobile version of the Dairy Queen website, along with a “DQ® Restaurant Finder” application for Apple’s iPhone and iPod touch devices.
The user experience on both mobile platforms was intentionally simplified as compared to the full DQ website. Finding a Dairy Queen store is at the core of both the iPhone app and the mobile site experience. The mobile website also has simplified menu and nutritional information, and the iPhone app uses GPS to find the closest store based on the user’s location.
Bringing the store locator to the front of the mobile experience was a decision based mostly on the actions of previous mobile users. Mobile traffic to the site has more than tripled from last year, and the store locator page had more visits than any other page on the site – including the home page.
“We’re thrilled to see the growth in traffic from mobile users,” said Michael Keller, DQ’s Chief Marketing Officer. “Our mobile users have different objectives than desktop users, and we wanted to make sure we make it easy to give them what they want.”
“A lot of mobile developers have a ‘kitchen sink’ problem,” said space150 President Marcus Fisher. “They try to squeeze everything into their mobile applications just because they can. We kept it simple, and gave the mobile users what they needed: a way to find their local DQ restaurant.”
About space150 space150 is a digital agency based in Minneapolis, with offices in New York and Los Angeles. Founded in March 2000, space150 builds digital relationships for many top brands, including American Express, Dairy Queen, Imation Corp., Starz Entertainment and others. Please visit space150.com for information.
About ADQ: American Dairy Queen Corporation, which is headquartered in Minneapolis, Minn., develops, licenses and services a system of more than 5,700 Dairy Queen® stores in the United States, Canada and other foreign countries. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway. For more information, visit DairyQueen.com
