Einstein Bros. Bagels' Social Coupon

Objective

Einstein Bros. Bagels wanted to make a splash on Facebook. Though the company already had a Facebook presence, it only had a small number of fans and sought a means to:

• Significantly grow its fan base
• Encourage retail visits and product purchase
• Establish a long-term communication channel to new and existing customers.

Solution

Create a special offer just for Einstein Bros. fans on a custom-designed brand page tab. Promote the offer via targeted Facebook advertising and configure the page so that all non-fans see the promotional information first. Require that visitors who aren’t already fans become fans prior to displaying the offer, and allow users to share that offer with friends.

Results / Success Metrics

The combination of the offer, advertising, and custom application generated impressive levels of fan growth. The company quickly gained over 400,000 fans, including more than 250,000 in a single day. The program was so successful that Einstein Bros. opted to continue engaging its audience through custom fan-gated offers for the remainder of the year.