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Taco John's launches integrated social media, e-mail campaign
July 16, 2009
INDIANAPOLIS — Taco John's has launched an interactive campaign aimed at taking its e-mail-based fan club messages viral through text messaging, Facebook, Twitter and YouTube.
Powered by Indianapolis-based ExactTarget, the campaign invites customers to text message or visit the company's Web site to become members of the Potato Olés Maniacs e-mail club. In return, the company sends registrants an e-mail that includes both a coupon for a free order of its Potato Olés, Taco John's improvement to french fries, and links to the company'sFacebookandTwitterpages.
"Taco John's has historically been a very crowd-based social brand — with many of our customers creating their own Facebook pages, Twitter accounts and blogging about their favorite menu item or Taco John's experience," said Renée Middleton, vice president of marketing at Taco John's. "We wanted to build off that existing online energy and connect with our most loyal customers so we could thank them with exclusive offers and information."
Taco John's turned to its Minneapolis-based agency partner Preston Kelly to build the multi-channel campaign that leverages the chain's existing relationship with on-demand e-mail and one-to-one marketing provider ExactTarget.
Officially launched online and at Taco John's more than 400 franchise locations July 13, the campaign uses ExactTarget's triggered e-mail and online couponing technology to power welcome messages that offer new fan club members free Potato Olés following registration for the Potato Olés Maniacs club.
To take the message viral, the welcome message also features links toTaco John's Facebook page, Twitter account and a custom link that allows recipients to invite their friends to join the fan club. The campaign also incorporates user-submitted YouTube videos on the Potato Olés Maniacs site that feature customers showing how high they can stack Potato Olés.
The launch of Taco John's interactive campaign follows the release of joint research fromBall State University, the Email Marketer's Club and ExactTarget that found enabling social sharing in e-mail marketing messages is expected to increase nearly 350 percent in 2009, with 46 percent of all e-mail marketers planning to use social media and e-mail in tandem.
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