Branded Entertainment/ Utility: Dairy Queen Tycoon, Kraft iFood

Video games usually put players in a sexy role they will never actually have a shot at: a “High School Musical” dancer, a guitar hero or an auto thief. Now, a new game created with the help of Dairy Queen, DQ Tycoon, lets players run their own fast-food franchise. “Oh, come on, who hasn’t wanted to run and own a DQ?” Michael Keller, the chief brand officer of Dairy Queen International, said. “Maybe everybody doesn’t, but so many Americans have grown up with the DQ brand, and have had that experience of stepping up to a DQ window on a hot summer day.” DQ Tycoon is a time-management game, one of a genre of anxiety-inducing games requiring players to race against the clock to complete mundane tasks — in this case, preparing Peanut -Buster Parfaits, taking orders, restocking the refrigerator, and dipping cones. It is available for download at for $19.99, but can be played free for an hour. It is also sold at Target stores.

Kraft’s New iFood App
Kraft Foods is making it easier for busy consumers to plan meals, search recipes and even locate the nearest store through a new downloadable application for iPhone an iPod touch users. The application, iFood Assistant, was developed in conjunction with interactive agency Genex, a division of Meredith Corp. It is available on the Apple App Store for 99 cents and is billed as the first of its kind for a food or consumer packaged goods company. Similar Web applications link users with external Web sites, where iFoodAssistant is considered a resident program installed on any iPhone or iPod touch. “People’s lives are becoming increasingly complex and they’re looking for relevant content and solutions to make their lives easier,” Ed Kaczmarek, director of innovation, new services at Kraft, said in a statement.


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