Best Food Industry Integrated Ad Campaign

Audience: • Adults 35-54 years old • Higher than average household income and education • Rubio's enthusiasts Goal: • Raise awareness about the homecoming of the Rubio's beer-battered-by-hand Original Fish Taco® • Attract and engage consumers with the news of the return of The Original Fish Taco® • Generate in-store trials Key Tactics: To achieve these goals, Red Door developed the Chase the Taste: The Return of The Original Fish Taco® game where players searched through action-packed, illustrated scenes to find The Original Fish Tacos® and other hidden items such as a Rubio's cook, Ralph Rubio, lime wedges and other appetizing goodies. The game was created with the following tactics in mind: • Provide a platform for consumers to interact with and share • Attract interested players with incentives—winners were entered into a drawing to receive exciting prizes, including a $2,500 gift card • Enable players to share their game results via their social networks to attract more players and increase game (and product) visibility • Give all players a chance to try the product—all players received a coupon for one Original Fish Taco® Results: • 101,469 visits to landing page over a period of 42 available days • 68,430 visits to play over a period of 42 available days • 67% conversion rate • Only 6% quit rate • 19,000 shares in first day, broken down into... o 7,000 “Post Your Time” shares on Facebook o 4,625 shares via Facebook message o 1,880 shares via Twitter o 5,198 shares via email

Contributors:

Executive Creative Director:	Lisa Schiavello
Design Director:	Jeannie Fratoni
Technology Supervisor:	Ron Hadler
Lead Web Developer:	Robin Park
Business Supervisor:	Lauren Dougherty
Business Manager:	Nic Van Biene
Senior Experience Planner:	Linda Eskin
Quality Architect:	Truman Esmond
Media Planner :	Renee Brown
Director, Project Management:	Kate De Jong

RED DOOR INTERACTIVE

Location: USA

About the Agency:

With offices in San Diego, Carlsbad and Denver, Red Door Interactive, Inc. is a strategic partner dedicated to ensuring businesses acquire, convert, retain and engage their customers wherever they are. The firm holds more than a decade of expertise in successfully developing and executing communications initiatives across all touch points to deliver real, measurable results. Clients include Shea Homes, Bosch/Thermador, Rubio’s Restaurants, Inc., San Diego County Credit Union, and Charlotte Russe. Find out more about Red Door Interactive at http://www.reddoor.biz