Industry News | January 26, 2010

Einstein Bros. Building Facebook with Free Bagels

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Einstein Bros. Bagels announced the launch of its "Free Bagel Bonanza.” Consumers who become fans of the Einstein Bros. Bagels Facebook page will receive a digital coupon valid for a free bagel and shmear. Coupons are good while supplies last and are valid at participating locations.

"We want to thank all our Facebook Fans for their support with a tasty, fresh bagel and are planning on giving away hundreds of thousands of free bagels as we build our presence on Facebook," says James O'Reilly, chief concept officer for Einstein Noah Restaurant Group Inc. "Facebook is a fantastic way for Einstein Bros. Bagels to build relationships with our core audience in the fun, playful tone of our brand personality by allowing us to have a two-way conversation with them."

The Free Bagel Bonanza will be supported with an online campaign, including a Facebook homepage roadblock and targeted sidebar ads, the first of its kind for the brand. The free offer will help drive restaurant traffic, while quickly building the Einstein Bros. brand on Facebook, where the company is planning more customer engagement and future promotions. The brand's characters and founders, Melvin and Elmo, will be an integral part of the communications strategy. The digital initiative was created and managed by Creative Alliance Inc., a full-service advertising agency based in Louisville, Kentucky.