Rubio's Restaurants

Social Media

To promote Rubio’s seasonal Langostino Lobster Event, Rubio’s teamed up with Dr. Pepper in an integrated marketing campaign. The challenge was to create an interactive way to build awareness of the event, encourage participation in our promotion and drive diners into Rubio’s restaurants, while also making a connection between Rubio’s and Dr. Pepper. The resulting slot machine game built a stronger sense of community, increased participation on Facebook and Twitter and increased coupon downloads.


  • American Advertising Awards - Web/Online Campaign - Silver, 2010
  • AMY - Advertising, 2011
  • AMY - Critics Choice, 2011

Project Results

Rubio’s Facebook fans weekly growth jumped 121% and fan interactions increased by 277% during the first week of the campaign

At the same time, their Twitter page re-tweets increased by 75% during the first week of the campaign  and they saw 1,083 Beach club sign-ups during the campaign period.