Everyone who’s ever held a freshly-made, ice-cold Blizzard Treat wants to flip it. It’s one of the irrefutable laws of the universe. But, not everyone is trained in the secret arts of Blizzard-flipping. With that in mind, these Dairy Queen Snapchat ads let anyone flip their phone to reveal a frosty, delicious treat with an added twist – it was the only place to see the next top-secret-as-yet-unannounced Blizzard of the Month flavor.

The ads performed almost as great as a Blizzard Treat tastes – outpacing Snapchat’s average swipe rate by 185%.