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Agency’s Chase the Taste game raised awareness for the Original Fish Taco^®; obtained 101,469 visits to landing page

Red Door Interactive, a strategic partner dedicated to ensuring businesses engage their customers wherever they are, won a Silver ADDY award for its work on behalf of Rubio’s Restaurants, Inc.

The San Diego AD Club hosted the annual awards, which is the advertising industry’s largest and most representative competition that recognizes and rewards creative excellence in the art of advertising.

“What was exciting about this project is that it brought together team members from multiple disciplines – from strategy and creative to technical and user-experience – to produce a fun game that attracted and engaged consumers,” said Lauren Dougherty, Business Supervisor at Red Door Interactive. “Not only were we able to generate in-store trials, but the game resulted in 19,000 shares on social networks and via email on the first day it launched.”

The Chase the Taste: The Return of The Original Fish Taco game encouraged players to search through action-packed, illustrated scenes to find The Original Fish Tacos along with other hidden items such as a Rubio’s cook, Ralph, lime wedges and other appetizing accouterments. Participants were tasked to locate all of the objects before time expired. If the game was completed, players were entered into a drawing for a chance to win exciting prizes, including a $2,500 gift card and several iPads. In addition, every player received a coupon to try The Original Fish Taco.

“During the first week, more than 30,000 people played the game,” said Dougherty. “Over a period of 42 days that the game was available, the game’s landing page received 101,469 visits and the play page acquired 68,430 visits. We couldn’t be prouder of the effort our team put forth and the results were remarkable. This ADDY award is a great honor and illustrates our ability to collaborate with clients and provide unique solutions.”

The game and results can be viewed at: http://www.reddoor.biz/addys_2012/rubios.html

About Red Door Interactive, Inc.

With offices in San Diego, Carlsbad and Denver, Red Door Interactive, Inc. is a strategic partner dedicated to ensuring businesses acquire, convert, retain and engage their customers wherever they are. The firm holds more than a decade of expertise in successfully developing and executing communications initiatives across all touch points to deliver real, measureable results. Clients include Cricket Communications, CND (Shellac), Rubio’s Restaurants, Inc. and Charlotte Russe. Find out more about Red Door Interactive at http://www.reddoor.biz.

Every year, Red Door enters top creative to the San Diego ADDYs Creative Show. We’ve walked away with numerous awards over the years, but never anything quite like this.

This year, the San Diego Ad Club decided to host the first annual Pinewood Derby contest where local agencies race in-house designed boxcars. The Pinewood Derby supports this years ADDYs theme “Your ideas have legs. Now let’s see if they have wheels.” There were four awards given: Fastest, Slowest, Most Creative and Best Representation of an Agency.

The Red Door Creative team got together to concept some original ideas for our car while enjoying some Fat Tires during Red Door’s Beer:30. Beer:30 is a weekly event on Fridays held to boost morale by claiming 3:30 as “beer:30” and encouraging employees to take a quick break while enjoying a nice, cold beer if they choose. So, with a few gulps of  beer in us, what better idea then to make a Beer:30 boxcar! Our own Red Door brew to race down the tracks at the derby. Thanks to Will Hansen, Interactive Designer at Red Door, and his mad dremel skills, here is the final product:

The car represents the recent addition of Red Door Denver with the Fat Tire cap, and an agency branded label designed by Jeannie Fratoni, Red Door’s Creative Director, and Michelle Peck, Interactive Designer.

There was much hooting and hollering at the ADDYs Raid/Pinewood Derby last Friday evening as our Creative Team watched the Beer:30 car race down the tracks. While it wasn’t the fastest car of the bunch, it definitely stood out in the crowd. During the award ceremony, with gag-gift like trophies such as a toilet seat and brick, Red Door took home the golden prize (or golden syrup bottle) of Best Representation of an Agency. So, I guess our slogan “The best hour for freshly brewed ideas” proved to be true at the Pinewood Derby.

Wish us luck. We find out if we receive an award for our creative work at the ADDYs Creative Gala on March 20th.