"We've been dabbling in social networking, and this came more from the customers," said Renee Middleton, VP of marketing for Taco John's. Customers had started Facebook pages and Twitter accounts for the brand, she said. "We could tell we had so many people talking about us in digital areas and we thought we need to be a part of this."
Promoting the initiative via point-of-purchase materials and e-mail databases, Taco John's will test out text-based sign-ups for Potato Olés Maniacs in select markets on July 27. The company partnered with e-mail marketing company Exact Target, and ad agency partners Preston Kelly and Odney Advertising, which both helped with aspects of PR.