On The Border Mexican Grill and Cantina

Situation

On the Border Mexican Grill and Cantina is a popular casual dining establishment with locations nationwide. The company wanted to build anticipation for its new summer beverage program, as well as a successful launch, and they needed to increase restaurant traffic during the weeks leading up to Cinco de Mayo and the summer beverage kick-off. They turned to Z Interactive to develop a social media strategy to meet those objectives.

Strategy

On the Border was committed to attracting, retaining, and growing their interactions with customers, and social media offered the perfect platform for their restaurant promotions. Z Interactive performed an in-depth analysis of their existing social media presence and built a new model for delivering a constant stream of content and increasing the number of friends on Facebook and followers on Twitter. The Z Team implemented popular contests, special promotions, and themed Cinco de Mayo countdown events.

Results

On the Border had a successful launch of its summer beverage program and realized a 170 percent increase in Consumer Engagement with the brand during the three month campaign. The campaign also yielded a 273 percent increase in content impressions. On the Border remains committed to social media as an important digital marketing tool.

Salude to Summer.

  • Client: On The Border Mexican Grill & Cantina
  • Tasks: Social Media Marketing, Campaign Management
  • Website: www.OnTheBorder.com

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