Dairy Queen recently teamed up with the Pittsburgh Penguins to offer an outstanding collectors cup series featuring the names and likenesses of six (6) Pens players, including star goalie Marc-Andre Fleury.
Over a six (6) week period, fans across Pittsburgh and surrounding areas can purchase the collectors cups at select DQ locations for just $1.99 with any purchase or with a 16 oz. Blizzard Treat for just $4.99.
Dairy Queen's promotion with the Penguins signals how teams can successfully work with (relatively) non-traditional retail partners to effectively leverage marks in a manner that drives sales and reaches new segments of consumers.
The promotional effort follows an initiative that Dairy Queen and the Penguins offered in the Spring where fans could redeem a coupon for a Buy One, Get One Free Iceburgh Chocolate Xtreme Blizzard Treat (leveraging the team mascot's name and likeness).
Check out Dairy Queen's limited edition collectors cups below: