A few weeks ago I looked at a new campaign Dairy Queen announced, which in my mind, marks the beginning of free-food-for-downloads season. At that time the promotion hasn't started and downloads were already growing.
Now that the campaign is almost over, I was curious to see if the rush after the announcement was it or if there's more.
There's more. Much more!
DQ gets about 6K downloads per day on average. After announcing the campaign, which drops the price of its Blizzard to 85 cents for its birthday when ordered through its mobile app, downloads grew nearly 10x. And that's before the promotion even started!
That initial wave was just the beginning. When the promotion actually started, in April, downloads grew beyond the 150K mark, peaking last Wednesday at 174K. That's in just one day. And they stayed around this level for the rest of the week.
In total, since the announcement, Dairy Queen's app was downloaded a total of 2.2M times from the App Store and Google Play according to our App Intelligence. That's almost the same as all of the downloads in 2022 combined!
If each download equals a discount, at an average cost of $6 per blizzard, we can estimate that DQ is spending more than $100M on user acquisition with this campaign.
The real total is much lower because they don't pay retail, but that's still a pretty big investment. The key, now that they have the downloads, is to engage.
I expect many more promotions like this one to happen this summer.
Oh, if you're a fan of ice cream (like me) and live by a Dairy Queen (unlike me), don't forget to download the app. The promotion ends this weekend.
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