Moe’s teams up with energetic fans to promote annual Free Queso Day
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Mark Brandau
Watching online videos of people dancing awkwardly to silly songs is one of America’s favorite ways to waste time. But Atlanta-based Moe’s Southwest Grill turned that pointless pastime into a big moneymaker with its second-annual Dance Your Queso Off contest.
The contest asked fans to upload to the www.ilovequeso.com microsite videos of themselves expressing their love for Moe’s queso appetizer — a melted white-cheese dip — through interpretive dance. Videos garnered 104,000 votes from the beginning of June through July 24. All of the video watching promoted the fast-casual chain’s Free Queso Day promotion, which took place systemwide June 20.
Brand officials said the user-generated video contest was popular because more peop...
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