A Social Media Home Run
As the first step in the Chips Across America adventure, we asked consumers to “like” Mission’s fan page on Facebook in exchange for a coupon worth $0.50 off a bag of chips. As more people liked the page, a tortilla chip moved across a map of America, starting in Los Angeles. At 5,000 likes the chip reached Denver and the coupon’s value grew to $1.00. At 10,000 likes the chip reached Chicago and the coupon value reached $1.50. At 15,000 likes the chip reached NYC and the coupon was worth a free bag of chips. The campaign took off with no paid support. The only mention of the campaign came from bloggers contacted by FKM. An average of 47 fans per minute entered the promotion. With this overwhelming response, FKM and Mission quickly decided to increase the number of coupons from 15,000 to 30,000. We reached that limit in just over ten hours.
Mission gained 41,300 fans in two days. Of those, 12,522 opted to receive the Mission eNewsletter for future communication - an astounding 57% opt-in rate.