Restaurant chain eschews "like" wall tactic, making freebie coupons available to all Facebook users.
If you enjoy Facebook and chocolaty desserts, that's enough for Chili's Bar & Grill to give you a free brownie sundae coupon to celebrate the social site's 7th birthday tomorrow. That's right, you will not be required to join the restaurant brand's 680,000 "likes" in order to get the freebie.
"We have been very hesitant to 'buy' our fans," Nicole Cochran, marketing director at Chili's, part of Dallas-based Brinker International, told ClickZ. "They love our brand, and that's why they've joined…We've grown our Facebook audience in a very organic fashion."
The coupon will be available at 9 a.m. Eastern Standard Time and remain valid until Feb. 10. To redeem the dessert offer, Facebook users can either print off the coupon or display the code on their smartphones to a Chili's table server. To push the coupon (pictured), the brand will author multiple Facebook posts during the next week, while also tweeting to its 16,200 Twitter followers.
Meanwhile, Cochran stated that her marketing team wasn't above using the increasingly common "like" wall tactic to increase the brand's Facebook audience. Chili's lets people who "like" the brand partake in exclusive offers, such as a weekly gift card giveaway program, coupons, trivia questions, and sneak peeks at various new promotions.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
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