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Qdoba launches Instagram campaign

July 22, 2012

Qdoba Mexican Grill has launched a new interactive campaign encouraging guests to share and explore their own passions in exchange for the opportunity to get free food. The new campaign visually explores the emotional role that food plays throughout the Qdoba brand – and in the lives of the restaurant’s employees and guests – by leveraging video and a user-generated collage of tagged Instagram images.
 
“The most important ingredient on our menu is the one our guests don’t see – our love for food. This love drives everything we do – from selecting the creamiest avocado for our hand-smashed guacamole to slow-cooking our pork for six hours before it is hand shredded,” said David Craven, DVP marketing at Qdoba. “We know many of our guests share our passion for food, but we also want to hear – and more importantly, visualize – the other loves and passions that impact our guests’ lives.”
 
The campaign includes a video that illustrates Qdoba’s uninhibited love for food and explains the brand’s belief that love isn’t just the most important ingredient in its food, but also in life.
 
In addition to the video, guests can share and explore their own passions or loves by simply completing the phrase “Food for people who love ______.” Once a term is entered, a grid of Instagram images that have been publicly shared is instantly created using tagged-images of that word. Guests can receive special offers from Qdoba by interacting with the images or entering certain key words. Potential offers include free chips and 3-Cheese Queso (with purchase of an entrée), free burrito and buy one entrée get one free. All rewards must be redeemed via Facebook Connect.
 
Qdoba plans to host the campaign for approximately four weeks. Guests are limited to one redemption of each coupon offer throughout the campaign.

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