SALT LAKE CITY Costa Vida said a one-day-only, free-burrito offer to 80 “fans” on Twitter.com was forwarded to 15,000 individuals, prompting more than 2,500 people to redeem the virtual coupon at the chain’s 21 restaurants.
“This mobile phone and social media campaign demonstrates the viral power we can tap into with Costa Vida’s fans who love our food and are extremely loyal,” said Nathan Gardner, chief executive of the Salt Lake City-based chain. “Our first major Twitter initiative also helped encourage new customers to try us — many of whom are now registered Costa Vida Fans.”
Costa Vida offered Twitter followers, known as “fans,” a free sweet pork Kahuna Burrito normally priced at about $7.50 when they presented the coupon via their cell phones on Feb. 17. The promo was used to kickoff its online community at http://www.costavida.net/community/ .
The chain’s mobile device fan base grew more than fivefold to about 450 people in a day, representatives said. They explained that the burrito promotion was designed to test the effectiveness of social media Web sites like Twitter and Facebook.com in brand building and in driving restaurant traffic.