Stripes Convenience Stores Tweets its Taco Promotion

The chain invited fans to tweet about their love for takeout tacos and then streamed the copy on digital billboards.

February 14, 2011

DALLAS - Customers love the takeout tacos at Stripes Convenience Stores, so much so that they were willing to tweet about it, Marketing Daily reports. The chain is using digital billboards to stream Twitter comments about its tacos.

"Stripes really wanted to push the envelope," said Ian Dallimore, digital strategist at Lamar Advertising. "It wanted to communicate with consumers and let them know that the company is listening to them. They said, 'Let??s have our customers write the digital copy through tweets.??"

Created by the Firehouse Agency, the campaign asked customers to send taco tweets, which were filtered through Lamar to keep them G-rated and pro-Stripes. Eight digital billboards in the San Angelo, Midland/Odessa, Lubbock, Laredo, Brownsville/Rio Grande Valley and Corpus Christi markets streamed the tweets.

"Stripes wanted to do something more than just change the copy a few times a day -- it wanted to create the sense of a conversation, and make people feel involved," said Dallimore.

The campaign runs through March 3 and is up from lunchtime until midnight each day. "In this social world, it's a different way to use old school billboards for branding," he said. "We feel like this is just the beginning of what??s to come."

Advertisement
Advertisement
Advertisement