Qdoba Mexican Grill Leverages Instagram API for Campaign

Qdoba Mexican Grill leverages Instagram

Last week Instagram announced on their blog that they had surpassed 80 million active users who have collectively shared more than 4 million photos. That’s 30 million new users since Facebook announced their acquisition of the photo sharing platform back in April.

Brands like Starbucks, Brisk and Levi’s Brazil created a presence on Instagram early, posting images of products and behind-the-scenes views. Over the past year brands like The Macallan, Ford Europe, National Geographic and dozens of others have created competitions for Instagram users.

US Mexican restaurant chain Qdoba is the latest brand to use the Instagram for a digital campaign. They use the API to pull images from Instagram into an 8×4 grid on Qdoba’s website. The images that appear are based on which keyword visitors use to complete the phrase “Food for people who love ______.” Qdoba will be monitoring the words that visitors use looking for trends or themes, and yes, they have included a profanity filter substituting more family-friendly words in place of the naughty ones users may choose to enter. As a bonus, each word entered by a visitor unlocks a coupon within the grid that can be printed, emailed or shared on Facebook.

The campaign will be supported by TV, in-store and social media.

[Via Digiday]

USA