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Rappers win Moe's burritos for life
April 18, 2007
ATLANTA – Burrito aficionados "Notorious M.O.E. and Nacho Daddy," won the grand prize of burritos for life in Moe's Southwest Grill's Video Nation contest. Launched July 2006, Moe's Video Nation contest was developed to rally 18- to 25-year-old consumers behind the campaign's theme of a Moe's Burrito in Every Hand, the company said.
Moe's invited fans to upload their own take on the campaign using Moe's branded materials and sound files that included the signature "Welcome to Moe's" along with the sizzle of fresh ingredients hitting the grill. From there, Moe's fans were able to customize their Moe's experience anyway they wanted.
"The Video Nation contest was a great platform for us to connect with Moe's biggest fans beyond in-store interaction and give them the opportunity to express their definition of our brand and its offerings in a way that is genuine and contagious," said Matt Andrew, brand leader for Moe's Southwest Grill.
Galloway, N.J., natives Michael Squitieri, Kevin Schwoer, Michael Goldstein and Steve Schurtz were rewarded for their three days of digital labor with burritos for life — a free burrito a week for the next 55 years, which translates into 2,860 burritos for an approximate retail value of more than $17,000. Their prize-winning entry shot on-location at their local Moe's restaurant has received more than 11,000 views on the website and in April their winning video will take center stage on moes.com.
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