Schlotzsky's is introducing three new sandwiches with a spring baseball-themed ad campaign that will use social media to drive sales. "In Web 1.0, we used to care about the time visitors spent on the site and where they went; now, the sentiment is about the brand, how many times it's mentioned in blogs and in what context, photos posted to Twitter, drive-by buzz. This is great because this is a brand-new sandwich -- there's no buzz yet," said an executive for the company that created the campaign.

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