SPOTLIGHT: The USC Facebook Challenge
Sales at Moe’s Southwest Grill’s downtown Columbia, South Carolina location are among the top 5% in the nation. Being located across the street from the center of the University of South Carolina campus gives Moe’s high exposure to a loyal — but transient — audience. Recently, Riggs Partners developed a strategy that could be implemented annually to introduce the brand, establish loyalty and generate word of mouth among an ever-changing target audience.
Create an incentive
Because social media is one of the most effective ways to establish loyalists, we developed a Facebook campaign called the USC Facebook Challenge. If the Moe’s Facebook page (with 1,548 fans on September 1) reached 7,000 fans by October 1, Moe’s would host a free burrito day for all USC students, faculty and staff.