If personalized tacos could start a cult-like following anywhere, it would be right here in Austin, Texas. To promote Archer Malmo’s newest office during SXSW 2016, we created a cult called ‘La Tortilla Bendita’ and offered all who were curious a chance to receive a blessed tortilla bearing their likeness. SXSW saturates the city with branded promotions, so we gave people something miraculous; a no-strings- attached experience online and on-site.

We wanted people to feel as special as Jesus on toast. So, if they tweeted a selfie with #TortillaBendita, they had the chance to see their selfies laser-etched on tortillas. Using Twitter as the primary channel, every user received updates on the status of their offering. Social campaigns, taco street teams, a hidden video, PR, tarot card decks, posters and the website all led people to the in-person event during SXSW Interactive. There, blessings were shared and eaten around the La Tortilla Bendita shrine.

In just three days during SXSW Archer Malmo saw:

•    581% INCREASE IN TWITTER PROFILE VISITS
•    169% INCREASE IN WEB TRAFFIC
•    479% INCREASE IN SOCIAL ENGAGEMENT
•    450 CONVERTED BELIEVERS

As well as receiving influencer endorsements including social media pioneer Gary Vaynerchuk, Forbes contributor Jean Case, celebrity chefs Jose Andrews and Ming Tsai, and Austin’s Mayor Steve Adler.