That’s because fast food chain Dairy Queen is celebrating its own cameo in the upcoming movie with a mixtape of songs inspired in part by its infamous Blizzard treat. Think: Watch the Stove, the album Hamburger Helper released for April Fool’s Day 2016, or Rise to the Occasion, the DiGiorno Pizza Anthem.
A mixtape plays a pivotal role in the first movie, so it stands to reason marketers are latching on to it for promotional purposes for the second.
According to Dairy Queen’s Mission Mixtape site, 1,000 mixtapes were up for grabs, and, as of April 26, all had been claimed.
A press release calls #MissionMixtape "a fan journey to…search the galaxy for a cassette player to hear about their celestial reward, as well as the limited-time Guardians Awesome Mix Blizzard Treat.”
And by “search the galaxy”, a rep said the brand means fans must find their own cassette players.
“If they don't have an actual cassette tape player, many old stereos play tapes, as well as older cars,” the rep wrote in an email. “They can also buy one on Amazon or a similar site. It's all part of the journey!”
According to social media monitoring company Brandwatch, there were around 350 mentions of #MissionMixtape on April 26 and more than 380 over the past week. Within sentiment-categorized mentions, 96.6% are positive, Brandwatch added.
Guardians of the Galaxy Vol. 2 will be in theaters May 5.
“The Marvel collaboration allows us to bring our Fan Food philosophy to life in our new summer blockbuster Guardians Awesome Mix Blizzard treat,” said Barry Westrum, executive vice president of marketing for American Dairy Queen Corporation (ADQ), in a statement. “In the movie, the Guardians are stronger as a team. Likewise, we teamed up with Marvel to create a fan favorite summer Blizzard treat flavor, mixing brownie and cookie pieces to create Brookie pieces and combining them with caramel, choco chunks and DQ vanilla soft-serve."
The Guardians Awesome Mix Blizzard Treat is available at participating DQ locations, along with Guardians Snacks, “an out-of-this-world snack pairing of a mini Blizzard treat and three DQ Bakes soft pretzel sticks served hot from the DQ Bakes oven with zesty queso”.
International Dairy Queen is the parent company of ADQ. It is a subsidiary of Berkshire Hathaway. Through its subsidiaries, IDQ said it develops, licenses and services a system of more than 6,600 locations in the US, Canada and more than 25 other countries.