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Drawing on their fans.
by Susan Touchette Aust, Senior Account Manager
September 5, 2012
The “Let’s Doodle Lunch” Facebook campaign for Rudi’s Organic Bakery started out with modest goals: let kids (or their moms) upload artwork through a Facebook app to receive a free custom sandwich box with the artwork featuring their masterpiece. We guessed there might be 7,500 takers. We blew through that number almost immediately, and had to cut off the first phase of the campaign when we hit 22,500 entries. We’re now in phase 2 where we’re asking fans to vote for their favorite sandwich box artwork (you can do so here) to become Rudi’s Official Sandwich Box and trigger a $1 donation to Chef Ann Cooper’s The Lunch Box, supporting healthier options in school lunchrooms nationwide. The vote also generates a 75-cent-off Rudi’s coupon. The first phase more than doubled the number of Rudi’s “likes,” adding 30,000 more fans and email subscribers, but more importantly, we found a way of strongly engaging Rudi’s customers to celebrate their creativity and link them to the brand.