While most companies understand the importance of social media, and have incorporated it into their marketing plans, figuring out how to use it to increase sales still remains a challenge. Which Wich Superior Sandwiches—a customized sandwich shop, and the fastest growing quick service chain in the U.S. in 2010—is known for its gourmet sandwiches, but wanted to increase add-on sales by encouraging its current customers to purchase a Which Wich cookie when purchasing their sandwiches. And they used Facebook and QR codes to do it.

It started with a Facebook post on the Which Wich wall saying:

It’s time for a BUN-NY Hunt! Open your QR Code reader and search your fave Which Wich location for the hidden “code.” Scan it and follow the directions for a free treat! The code could be anywhere in the store (where you guys are allowed – no kitchens, etc!) The hunt ends this Saturday, 4/23 🙂

Once inside the Which Wich shops, customers would find the QR code, scan it and be directed to a landing page that listed the steps the customer had to take in order to receive their free cookie (basically filling out a quick info sheet and turning it in at the counter).

This example is social media in its greatest form. With this sampling tactic, Which Wich not only engaged its current customers in a fun way, it encouraged additional add-ons for their future visits, thus increasing customer loyalty and increasing sales in one blow. It’s a business/customer win-win.