Microsite Averages 1.5 Nominations per Minute
Challenge
Our challenge was to engage Qdoba’s passionate and loyal customers while expanding their email list. We needed to rejuvenate Qdoba’s affinity group through a viral online marketing initiative. The goal was to create a memorable and shareable experience that would not only foster deeper connections with existing customers but also attract new members to Qdoba’s e-club.
Motive
Motive was built on the pursuit of bold creativity and innovative solutions. Our approach focused on creating impactful and memorable experiences across various consumer touch points.
We prided ourselves on bridging the gap between traditional and digital communications while delivering unconventional ideas that produced measurable results.
My Role
As a Founder, Agency Owner, and hands-on leader at Motive, I wore many hats.
In the "Who Do You Love" campaign, I took on multiple roles as Creative Director, Strategist, and Architect. I played a hands-on role in producing the creative brief, site map, user flows, wireframes, and more, ensuring a cohesive and successful campaign execution.
Campaign
To enhance Qdoba's online e-club, the "Who Do You Love" campaign asked an engaging question to its audience. This all-digital promotion achieved impressive results, with the microsite receiving an average of 1.5 nominations per minute over the first six hours.
It began with an email announcement to Qdoba's customer database, directing recipients to a dedicated promotional microsite. Participants were invited to submit an essay and photo nominating a friend or loved one for a chance to win an unforgettable party in their hometown. To maximize engagement, nominators could use customizable emails and downloadable campaign materials to rally support, driving more registrations on Qdoba.com.
During this short period, the database expanded to include nearly 10,000 new members, highlighting the campaign’s effectiveness in attracting new subscribers.
The campaign maintained momentum throughout its duration. The microsite attracted over 50,000 unique visitors, each spending an average of more than six minutes on the site. This level of engagement demonstrated the campaign's ability to capture and hold the audience's attention, leading to deeper interactions and a stronger connection with the brand.
The "Who Do You Love" campaign achieved a 12% email response rate, and garnered 1,500 submissions within six weeks.
Key features included content submission capabilities, send-to-a-friend functionality, an online voting system, and a backend approval process, supported by email blasts, forums, and continuous site monitoring.
Microsite Features:
Content submission capability
Send-to-a-friend functionality
Online voting system
Backend approval system
Additional Promotional Efforts:
Email blasts
Seeding in forums and blogs
Continuous site monitoring
Event planning and coordination
Results
12% email response rate
1,500 submissions uploaded
50,000 unique visitors w/in six weeks
Avgerage on-site time of over six minutes