How a Hockey Coach’s Burrito Habit Turned Into an Ad Campaign
Pittsburgh Qdoba Franchisee, Agency Use Team’s Playoff Run (and Social Media) to Boost Store Sales
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- Fans and employees added photos, videos, comments
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- Fans even posted photos of their half-eaten “Coach Dan” lucky burrito.
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- Fans stirred up Penguins fever with comments and challenges.
Excerpt from the article:
‘Coach Dan’ burritos
“Customer response was overwhelmingly positive,” Mr. Brooks said in an e-mail. “Our regulars felt like they were insiders on a cool story and tons of people who before had no incentive to try us were coming in and ordering coach’s special burrito. On the day of Game 7, we had one office call in an order of 30 ‘Coach Dan’ burritos so they could do their part, and a couple stores had their biggest day in years.”
Raelin Musuraca, chief digital strategist at Gatesman Marmion, said the agency did its best to begin the Facebook conversation and then let fans take over. Agency employees, and Mr. Brooks, kept and eye on the chatter, and would post links to related news stories when things started to drag.
“If it would have stayed just as a Facebook following with a few hundred fans, we would have called it a success,” Mr. Brooks said. “When we ended up with a daily presence on local TV newscasts and national TV, radio coverage and sports-related websites, we were shocked.”
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