Last fall we worked with Panchero’s Mexican Grill on their overall social media marketing strategy, including making a business case for using Twitter to engage and connect with customers online.

Joel “Oscar” Johnson (Social Media Manager at Panchero’s) is the guy at the helm of the company’s digital efforts. One of his first Twitter outreach conversations was with Ted Murphy, a prolific Twitter-er and blogger who also happened to be a frequent Panchero’s patron.

Ted was so enthused when Joel reached out to him that he wrote a blog post about how Panchero’s had embraced Twitter and challenged the company to go further — specifically at the store level. In this week’s Area 52 video installment (above), I talk about how Panchero’s took Ted Murphy’s idea and turned it into reality.