In my final year of grad school, Torchy's marketing team asked our Campaigns class to help spread the word of Torchy's launch into new markets. Through research our team found out that customers are truly obsessed with Torchy's tacos. I did all the creative behind our idea, Torchy's Tacoism the devout worship of Torchy's Tacos.Click here for the plans book and full details on research and media plan... ps. we won the pitch compeition!
In an act of devotion to Torchy’s Tacoism, a select group of followers baptize themselves in Torchy’s Tacos queso, to solidify their place in the Tacoism afterlife. The crowds amass to witness this spectacle of reverence and in turn tell stories of the scene in days to come. This stunt will happen the week of opening. The new followers will be creating user generated content with the hashtag to connect with other loyal believers. By Torchy’s Tacos writing a press release this story will get circulated in the media generating earned media.
Using run a “deal” campaign on Yelp will drive people into Torchy’s Tacos, targeting the college conscious market with promotions. Utilizing sponsored results increases views in the target areas. Most of Torchy’s Tacos referral traffic comes from Yelp.