If you’re sponsoring an event that ties into food, take a lesson from a Dairy Queen in Elgin, Illinois.
They were featured last week on the news on WLS Channel 7, ABC’s station in the Chicago market, thanks to a simple idea their PR person pitched to the news department.
DQ owner Steve Gordon and son Greg did an in-studio demonstration of how to make DQ’s new treat, the Waffle Bowl Sundae, at home. The segment showed Greg pouring batter on the waffle iron, as Steve provided step-by-step narration.
Greg placed the still-warm waffle inside a bowl, dipped the top in melted chocolate, then filled the bowl with a big helping of soft-serve custard, complete with DQ’s signature curly Q on top.
Then co-anchors Sylvia Perez and Linda Yu, giggling like a couple of little kids, looked over the array of toppings, such as crushed Oreo cookies and pieces of peanut butter cups, and heaped their favorites onto their own sundaes.
Sylvia even kicked off the segment with an enthusiastic, “We love Dairy Queen!”
It doesn’t get much better than that.
The segment, which ran almost four minutes, also attracted attention for DQ’s participation in Miracle Treat Day on August 9. DQs in the Chicago area will donate proceeds from Blizzards that day to Children’s Memorial Hospital in Chicago.
The story idea, pitched by Jennifer A. Raaths Public Relations, was brilliant. Simply contact your local TV newsroom and offer an in-studio demonstration on how viewers can cook something at home. Never mind that most people don’t have an expensive soft- serve frozen custard machine. The producers loved the idea because it made for a fun segment. You can watch it here. It’s the second item.
OK, Hounds. What make-it-yourself, in-studio demonstration can you pitch to tie into an upcoming special event or fund-raiser that you’re sponsoring? This idea—tying food-related events to demonstrations to promote your event—is one of more than 800 ideas on “How to Plan & Promote Sizzling Special Events.”