GroundFloor Media & CenterTable Blog

Two topics we’ve all been taught to avoid in business meetings and casual conversations are religion and politics. But when GroundFloor Media looked for a way for Qdoba Mexican Grill to enter the world of social media, we decided to enter a conversation already taking place, rather than trying to create a new one. And what better topic to enter than one about the upcoming election?

That’s how was born, and nearly 100,000 unique visits later, it seems to be a great strategy. Qdoba’s campaign is a nonpartisan look at 1) how Mexican foods describe people’s personalities – or Q-dentities – and 2) which candidates and issues are important to those people who take the personality quiz.

Personally, I find it fascinating how closely the national Taste Bud Politics results have tracked with national voter polls. And I find it extremely interesting that the only Q-dentity that supports John McCain more than Barack Obama on the national front is the “chips & salsa” group and that, based on analysis conducted by Dr. Alan Hirsch, director of the Smell & Taste Treatment and Research Foundation, Mc Cain is a chips & salsa personality. There are a couple of great articles about consumer product marketing campaigns that are playing on the election; if you’re interested see Joy Davis’ article in the Rocky Mountain News ( and Mike Beirne’s article in Adweek (

No matter your Q-dentity or your political party, I urge you to get out and vote! In Colorado, you can vote early in a variety of locations through Friday. To find your early voting polling place, contact your County Election Officials (

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