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Rubio's campaign for All-American Taco LTO deemed a success
August 23, 2009
Rubio's Fresh Mexican Grill and Internet presence management firm Red Door Interactive are touting the success of the recent online media campaign for Rubio's that ran in parts of California, Arizona and Utah.
The six-week initiative increased awareness of Rubio's new, limited time All-American Taco and resulted in nearly 10,000 coupon downloads, more than 2,000 new Beach Club email sign-ups and more than 19,000 store locator searches.
Rubio's All-American Taco consisted of a seasoned, chargrilled beef patty topped with melted American cheese and complemented with salsa fresca, smoky garlic-chipotle mayo and lettuce. It was served in a warm, soft flour tortilla with a jalapeño alongside.
Red Door's campaign worked in conjunction with ad networks that focused on social data targeting, re-targeting and on-banner action creative as well as specific local Web sites in six markets: San Diego; Orange County, Calif.; Sacramento, Calif.; San Francisco; Phoenix and Salt Lake City.
The results included more than 22 million impressions and 25,000 clicks to the Rubio's site. The restaurant chain also achieved a 13 percent coupon redemption rate across all markets, with San Diego leading the way with a more than 41 percent overall conversion rate and the highest number of Beach Club email sign-ups.
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