Torchy’s Tacos was in search of a partner that understood the difference between advertising and “damn good” communications. Luckily, we don’t mind swearing.
Task #1: Stoke excitement for four super hot tacos during August’s Some Like It Hot Month.
Kinds of super hot tacos
Hot tacos sold in 30 days
User-generated social posts
Increase in social activity
Q: What are spicy food lovers looking for?
A: After some social listening research, we discovered people who like spicy food love a challenge. I smell a double-dog dare!
Task #2: After the success of SLIH, Torchy’s asked Tilted Chair to help launch its Denver location, their very first store outside the Lone Star State.
What if we built a microsite that was as entertaining as it was informative? Welcome to TorchysDoesDenver.com. And of course queso-capped mountains. Because, cheese.
We matched weekly construction updates with animated GIFs, and hilarity ensued.
People talked. Lines formed. Stomachs filled. Our job was done.
Task #3: Torchy’s in Waco had a wayfinding problem. Tilted Chair has waze of solving those. (See what we did there?)
Waze actions
To-location navigations
ROI (based on $12 ticket average)
Very happy client
If you’ve been getting around with paper maps over the last five years, Waze is the Google-owned jewel of new-age navigation apps. Waze aggregates traffic data real-time, and then helps users find the most efficient route to get to their destination. Tilted Chair activated Waze ads in combination with billboards along I-35 to help hungry highway-goers get to Torchy’s. And it worked. Like, REALLY worked.
Brittany Platt, Director of Marketing | Torchy’s Tacos