Mexican fast food chain Taco John’s launched an interactive campaign aimed at taking its e-mail-based fan club messages viral through text messaging, Facebook, Twitter, and YouTube.

Powered by Indianapolis-based ExactTarget, the campaign invites customers to text message or visit the company’s Web site to become members of the Potato Olés Maniacs email club. In return, the company sends registrants an email that includes both a coupon for a free order of the product, Potato Olés, and links to the company’s Facebook and Twitter pages.

“Taco John’s has historically been a very crowd-based social brand—with many of our customers creating their own Facebook pages [and] Twitter accounts, and blogging about their favorite menu item or Taco John’s experience,” says Renée Middleton, vice president of marketing at Taco John’s. “We wanted to build off that existing online energy and connect with our most loyal customers so we could thank them with exclusive offers and information.”

“Leveraging the power of social media and text messaging not only boosts the interactivity of an email marketing campaign, but it provides a vehicle for brands to create a dialogue with customers,” says Tim Kopp, ExactTarget’s chief marketing officer. “ExactTarget’s sophisticated one-to-one marketing platform provides the industry’s most flexible solution to power true one-to-one communications—from email to social media.”