Since every Blizzard was to be served upside down, we decided to build a whole store upside down.

We constructed a Dairy Queen stand completely upside down. The structure was built from the ceiling down (rather than from the ground up). We then hired a professional acrobat who was suspended from the ceiling and posed as a Dairy Queen employee handing out Blizzards.

The project had basically two parts.

First, we had to overcome the obstacles regarding the structure. For 3 months, we designed, developed and built a store that could work upside down. We had to come up with new solutions to make a real experience.

Secondly, we had to find a sales team that could work upside down. We contacted a local performance group. Their acrobats trained every day for weeks to develop the ability to hang upside down for a long time.

Finally, when both parts of the project were prepared, we unveiled on the best date to bring the experience to life.

Content shared by onlookers received over 4.4 million views and over 143,000 engagements 9 days. Social media reports showed that thousands of comments included people speculating how in fact this stunt was pulled off and sentiments of disbelief.

In less than 10 days, the brand was able to generate an impact on social media of over 4.65 million interactions, based on the originality of the Blizzard, which just days before wasn´t even turning heads.

Dairy Queen was able to prove that the Blizzard could still learn new tricks and once again astonish customers with the ability to defy gravity.