Unfortunately, more than half of the 400 ballots cast for the company were disqualified by the Shorty Award organizers as part of a competition-wide audit. Voters needed to have registered Twitter accounts by Dec. 31, 2008, to be eligible to vote. The company will still donate one pound of food for each vote, however, even the ones that were thrown out.
“We are proud of our second-place finish in the Shorty Awards,” says Stacey Kane, director of marketing. “No other retail chain made the final round, and we just about doubled our amount of followers during the competition. The back-and-forth instantaneous communication we have developed with our customers will be a major part of our planning and marketing strategy moving forward.”
The chain will give dry rice and beans to the two charities, fulfilling a promise made at the beginning of the final round to give one pound per vote. In addition, each of the over 400 voters received a tweet for a free taco.
Since launching their Twitter account last fall, California Tortilla has used it to release exclusive news about promotions, reminders about in-store specials, and other “insider info” to hundreds of contacts.