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Cinco de Mayo Promo Yields 10% Social Bump for Moe's Southwest Grill

  |  May 3, 2013   |  Comments

#CincodeMoes asks fans to post images of themselves with the brand's bobblehead cups.

Moe's Southwest Grill, a fast-casual franchise serving Southwest cuisine, is sponsoring #CincodeMoes, a Cinco de Mayo burrito deal and accompanying photo initiative that has resulted in a roughly 10 percent bump in Facebook fans and Twitter followers.

Since the beginning of the #CincodeMoes promotion on April 5, the brand says it has gained 28,000 Facebook fans for a total of 282,000, and 1,500 Twitter followers for a total of 17,000.

In order to participate in the photo-sharing campaign, fans must purchase a 32-ounce bobblehead cup at one of Moe's 500 locations. As the name implies, the cup features the image of a bobblehead from the neck down - male on one side, female on the other. Participants must take photos with their faces on top of the cup - turning themselves into bobbleheads - and post them to Facebook, Twitter, or Instagram with the hashtag #CincodeMoes.

According to a Moe's rep, as of Wednesday, fans have uploaded 285 bobblehead images to Instagram and Twitter so far. There is no reward for fan participation other than being highlighted in one of the brand's online galleries.

Bobblehead photos are also on Pinterest, but a Moe's rep says the #CincodeMoes Bobblehead Pinterest board is a compilation of the photos that have been posted to Twitter and Instagram.

A Moe's rep says Cinco de Mayo is the brand's busiest day of the year and this year marks its first system-wide promotion.

"It gives us the opportunity to engage with customers in a fun way, takes the in-store experience and extends it to online, and generates excitement leading up to our signature event, Cinco de Moe's," the rep adds.


Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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