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To promote Rubio's seasonal Langostino Lobster Event, Rubio's teamed up with Dr Pepper in an engaging integrated marketing campaign. Rubio's fans are social by nature, so reaching them via Facebook and Twitter was a natural. As fans became involved with the promotions, the buzz heightened and lively conversations lit up the Rubio's Facebook Wall. The result was a stronger sense of community, increased participation on the Facebook fan page, and on Twitter, increased tweets and coupon downloads.

Each execution featured a look and feel consistent with Rubio's fun-loving Beach Mex design. In addition, fans were encouraged to sign up for Rubio's Beach Club, in which fans enjoy access to exclusive promotions, contests, special offers and a free newsletter via email. To broaden awareness of the campaign and entice increased participation, a promotional email was sent to 236,000 Rubio's Beach Club Members.

  • Increase Facebook Fans and Twitter Followers
  • Promote and increase sales of the Langostino Lobster menu items
  • Cross-promote with Dr Pepper
  • Increase Beach Club sign-ups through Twitter sub-domain
  • Drive traffic and sales back to Rubio's restaurants

  • Rubio's Facebook fans weekly growth jumped 121% and fan interactions increased by 277% during the first week of the campaign.
  • Rubio's Twitter page re-tweets increased by 75% during the first week of the campaign .
  • 1,083 Beach club sign-ups during the campaign period.

Brian Tsang - Senior Art Director
Crosby Noricks - Senior Social Media Strategist
Jeff White - Web Developer
Nacole Gray - Social Media Coordinator
Lauren Dougherty - Business Supervisor
John Faris - Online Acquisition Supervisor
Tony Felice - Web Developer
Brandon Zelasko- Business Manager
Kelly Donaldson - Associate Business Manager
Lisa Schiavello - Executive Creative Director
Darlene Cah - Copywriter
Gabriel Topete - Designer

Throughout the months of November and December, Rubio's Facebook fans were encouraged to participate in weekly contests to win various prizes including FREE EATS at Rubio's. Contests were designed to appeal to a varied target audience, to keep them engaged and to build momentum toward the big jingle announcement of the Grand Prize winner in December who won $1000 in free eats.

View Facebook Samples facebook facebook facebook

Our goal was to support the Dr Pepper coupon and create awareness and interest in Rubio's Langostino Lobster Event, ultimately driving traffic to the restaurants.

View Twitter Samples twitter twitter

A promotional email was sent to 236,000 members of Rubio's Beach Club. Our goal was threefold:

  • To increase awareness of and create excitement for the Rubio's Langostino Lobster Event and the Winning Combination campaign, and to encourage participation in the Jingle All the Way video contest
  • To encourage recipients to download the free Dr Pepper coupon and redeem it at Rubio's restaurants
  • To inspire recipients to enter the jingle contest by creating a video and posting it to Facebook

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