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Dairy Queen readies Blizzardmobile promotion

Ice cream chain Dairy Queen will conduct a traveling promotion this summer to mark the 25th anniversary of its Blizzard product. The initiative involves a branded vehicle called the Blizzardmobile that will visit 25 cities in the US and Canada. The vehicle will be used to distribute 75,000 free samples of a new product called the Mini Blizzard, as well as to host games, prize giveaways and other consumer activities. The tour will be supported with social media activities, blogging, online videos and online contests. The promotion will begin in New York on April 8. The Canadian stops on the tour will include London, ON on May 17, Toronto on May 18, Vancouver on July 26 and 27 and Calgary on Aug. 12 and 13. "We had a pretty warm winter so we decided it was important to bring the Blizzardmobile to Canada as it makes its journey across North America this summer," said Denise Hutton, marketing vice-president at Dairy Queen Canada. "The Blizzard is our signature product and such a huge part of our DQ culture that it was imperative that Canada be part of the 25th birthday celebration tour."

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