Red Door knows social! Check out our social media campaign for Rubio’s Fresh Mexican Grill and Dr Pepper, the perfect pair

Campaign Overview:

To promote Rubio’s Fresh Mexican Grill’s seasonal Langostino Lobster Event, Rubio’s teamed up with Dr Pepper in an integrated marketing campaign.

Our challenge was to create an engaging, interactive way to build awareness of the lobster event, encourage participation in our promotion and drive diners into Rubio’s restaurants while also making a connection between Rubio’s and Dr Pepper.

Rubio’s fans are social by nature, so reaching them via Facebook and Twitter was a natural. As fans became involved with the promotions, the buzz heightened and lively conversations lit up the Rubio’s Facebook Wall. The result was a stronger sense of community, increased participation on the Facebook fan page, and on Twitter, increased tweets and coupon downloads.

Each execution featured a look and feel consistent with Rubio’s fun-loving Beach Mex design. In addition, fans were encouraged to sign up for Rubio’s Beach Club, in which fans enjoy access to exclusive promotions, contests, special offers and a free newsletter via email.

Goals

Results:

• Rubio’s Facebook fans weekly growth jumped 121% and fan interactions increased by 277% during the first week of the campaign
• Rubio’s Twitter page re-tweets increased by 75% during the first week of the campaign
• 1,083 Beach club sign-ups during the campaign period