Trollvertising With QDOBA
It’s no surprise that QDOBA has always been known for its amazing, delicious and creamy queso. When Chipotle took note and launched its own queso, the Internet’s reaction was not fantástico, despite a tortillian-dollar marketing campaign. The Many used social listening tools to pick up on real-time negative commentary and took ownership of the queso chatter, giving Qdoba the upper hand on Twitter and off.
Using these social insights, #TheirWordsNotOurs was born—a new kind of trolling campaign where consumers’ opinions about the competition were used as a foil to show the positive sentiment around our own brand. The Many brought its favorite love-for-QDOBA-queso Tweets to life in a targeted social GIF campaign and used “trollvertising” to rightfully own the queso conversation in social, deliver a positive queso message, build consumer sentiment, and win market conversation share