While Chipotle was getting negative queso reviews, QDOBA launched #TheirWordsNotOurs, a campaign on Twitter where all the content was sourced from QDOBA fan tweets. We turned our favorite QDOBA queso-loving tweets into animated GIFs, and amplified them through a paid media strategy targeted against Chipotle consumers who mentioned queso. Trolling has never tasted so good.
+13.4M impressions, 3.5M media views, and
over 90K engagements within the first 24 hours.
MY ROLE: CREATIVE / LEAD ART DIRECTOR
