Thursday, February 25, 2010

Del Taco's Integrated Facebook, TV Promos Pay Off

Mexican QSR chain Del Taco grew its Facebook fan base from 20,000+ to 43,000+ in just five weeks after launching its Facebook-based entertainment Webisodes platform, "The Del Taco Super Special Show," according to VP, marketing John Cappasola.

Moreover, the fan count has risen by another 15% since the second humorous Webisode in the series (which is geared to appeal primarily to the chain's core audience of men 18-39) was posted five days ago, he reports.

Fan sign-ups and engagement are being driven via multiple channels.

Each series of market-targeted TV spots created to support Del Taco's latest promotional offer (which changes every five to six weeks) is now featuring a clip from the show at its start, and a shout-out for the Facebook page/show at its conclusion. Each new Webisode's content ties in with the current promotion, and remains the "current" video for the promotion's duration. (Previous Webisodes will also remain available to viewers.)

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