Innovative mobile advertising campaign delivers click-through-rates of over 22%

McLean, VA — Mobile Posse, Inc., the leading provider of idle screen content and advertising for mobile, is helping Dairy Queen reach consumers on-the-go through their mobile phones. Starting in March, Dairy Queen and digital agency space150 piloted Mobile Posse’s idle screen advertising platform to promote its new Sweet Deals value menu. Consumer response to Dairy Queen’s campaign was outstanding, with click-through-rates averaging more than 22 percent. These results raise the bar for mobile campaign performance and demonstrate the ability of mobile advertising to effectively engage U.S. consumers.

Dairy Queen’s campaign drove awareness of its Sweet Deals value menu among value-conscious consumers. Delivered at 5 p.m., as people start to think about dinner plans, the advertisement promoted meal options from $3 to $5 and the tagline, “Dinner is your choice with Sweet Deals.” The Sweet Deals value menu was also promoted through sponsorship of daily weather forecasts. Click-through-rates for the Sweet Deals advertisement averaged a remarkable 22 percent. The campaign was also very effective at engaging unique mobile users, with nearly 54 percent of all Mobile Posse users electing to view Dairy Queen’s Sweet Deals advertisement via the idle screen banner or through the application’s Recent Offers Menu. In addition, more than 69 percent of all Mobile Posse users viewed the Dairy Queen sponsored weather forecast at least once during the campaign.

“We are always testing new ways to effectively connect consumers with client brands, and mobile is a tremendous opportunity,” said Nicole Newville, Director of Modern Media at space150, who oversees the Dairy Queen account. “Idle screen advertising proved both effective and economical, and an ideal mobile complement to traditional marketing programs. We are excited by the impressive results of our initial campaigns enabled by Mobile Posse.”

Mobile Posse’s solution proactively delivers information, entertainment, and promotional content to the most valuable real-estate on the mobile device – the idle screen. Consumers opt-in to receive weather forecasts, sports scores, horoscopes and trivia, along with exclusive coupons and discounts. Content and offers are delivered only when the phone is not already in use, ensuring a superior customer experience. Users may re-engage with current content and offers at any time through Mobile Posse’s unique Recent Offers Menu, thereby maximizing consumer engagement.

“We are very excited to be working with Dairy Queen and space150 to drive awareness of the Sweet Deals value menu,” said Jon Jackson, CEO of Mobile Posse. “The success of their campaign proves that idle screen delivery is very effective at creating brand awareness among consumers and at driving those consumers to take action.”

Advertisers rely on the Mobile Posse platform to build brand awareness, promote limited-time offers and discounts and drive customer loyalty. The flexibility of the platform allows advertisers to effectively promote a wide range of consumer products and services. Interactive and graphical campaigns can be quickly and easily developed and may be targeted by age, gender, location, time-of-day and more. Multiple calls to action are supported, as are survey and poll creation. With available in-house consulting and creative services, Mobile Posse provides a turn-key mobile advertising solution for agencies and brands.

About Dairy Queen
International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc. Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005. DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.

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, Starz Entertainment, General Mills and others. Please visit www.space150.com for information.

About Mobile Posse
Mobile Posse, Inc., a privately-held company based in McLean, VA, is the leading provider of idle screen delivery solutions for mobile content and advertising in North America. Using proprietary patent-pending technology, Mobile Posse allows marketers to radically enhance their reach and conversion rates in a convenient and cost-effective manner while strengthening relationships with consumers and carriers. Mobile Posse is the first company to rollout and deliver permission-based content and advertising messages to the idle screens of mobile phones in partnership with mobile operators. For more information about Mobile Posse, please visit www.mobileposse.com.