Del Taco, a Mexican chain, grew its Facebook fan base from 20,000+ to 43,000+ in just five weeks after launching its entertainment webisodes platform, “The Del Taco Super Special Show,”on Facebook. The humorous webisodes are aimed at the chain’s core audience of men 18-39).
The chain’s TV spots now feature a clip from the webisode show at its start, and a shout-out for the Facebook page/show at its conclusion. Placements of online and social media ads for the show, as well as the creative and offers featured, are being tweaked daily based on impressions, click-throughs and other metrics. Tweets that promote the show and special offers are also ongoing.
Del Taco’s goals of harnessing social/traditional media integration to cost-effectively increase exposure and interaction with customers and prospects, particularly in newer markets, are being realized. As of year-end 2009, the chain had 518 restaurants in 18 states (including the West Coast, Southwest and Midwest and a few in Florida and South Carolina) and $568 million in annual revenues.
Karlene Lukovitz has the story on MediaPost News Marketing Daily.