Thursday, May 23

Dairy Queen & Graduates

How far is too far when it comes to using touchpoints?

I say all the time that almost anything can be a touchpoint, almost anything at all.  And I've seen many in my day, including some that are pretty out there.  Like the mesh "screen" inside a men's urinal.  Oh boy.  Literally.

Or the hanger that comes from your dry cleaning.  That one makes sense.

My fascination with unusual touchpoints dates way back, I have to say, to the first time I saw a Calvin Klein ad on the side of a popcorn bag at the movie theater ... advertising a fragrance.  I thought to myself, "how smart!"  Indeed.

But even I'm not sure about this one ... Dairy Queen is offering this year's graduating class a down-loadable ad that can be printed and applied to the top of the graduation cap.  It's for Dairy Queen's Orange Julius brand and offers up the phrase, "Orange you glad I graduated?"  Actually, kind of cute!

I'm not sure how much traction this will get, but I thought it worth mentioning.  Worth downloading?

What's your experience?  Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur


  1. My personal favorite was the mangos in the produce section with the stickers on them that said, "Now available in Snapple."