The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Food Industry Integrated Ad Campaign
Audience: � Adults 35-54 years old � Higher than average household income and education � Rubio's enthusiasts Goal: � Raise awareness about the homecoming of the Rubio's beer-battered-by-hand Original Fish Taco� � Attract and engage consumers with the news of the return of The Original Fish Taco� � Generate in-store trials Key Tactics: To achieve these goals, Red Door developed the Chase the Taste: The Return of The Original Fish Taco� game where players searched through action-packed, illustrated scenes to find The Original Fish Tacos� and other hidden items such as a Rubio's cook, Ralph Rubio, lime wedges and other appetizing goodies. The game was created with the following tactics in mind: � Provide a platform for consumers to interact with and share � Attract interested players with incentives�winners were entered into a drawing to receive exciting prizes, including a $2,500 gift card � Enable players to share their game results via their social networks to attract more players and increase game (and product) visibility � Give all players a chance to try the product�all players received a coupon for one Original Fish Taco� Results: � 101,469 visits to landing page over a period of 42 available days � 68,430 visits to play over a period of 42 available days � 67% conversion rate � Only 6% quit rate � 19,000 shares in first day, broken down into... o 7,000 �Post Your Time� shares on Facebook o 4,625 shares via Facebook message o 1,880 shares via Twitter o 5,198 shares via email
Contributors:
| Executive Creative Director: | Lisa Schiavello |
| Design Director: | Jeannie Fratoni |
| Technology Supervisor: | Ron Hadler |
| Lead Web Developer: | Robin Park |
| Business Supervisor: | Lauren Dougherty |
| Business Manager: | Nic Van Biene |
| Senior Experience Planner: | Linda Eskin |
| Quality Architect: | Truman Esmond |
| Media Planner : | Renee Brown |
| Director, Project Management: | Kate De Jong |
RED DOOR INTERACTIVE
Location: USA
About the Agency:
With offices in San Diego, Carlsbad and Denver, Red Door Interactive, Inc. is a strategic partner dedicated to ensuring businesses acquire, convert, retain and engage their customers wherever they are. The firm holds more than a decade of expertise in successfully developing and executing communications initiatives across all touch points to deliver real, measurable results. Clients include Shea Homes, Bosch/Thermador, Rubio’s Restaurants, Inc., San Diego County Credit Union, and Charlotte Russe. Find out more about Red Door Interactive at http://www.reddoor.biz