In January 2010, East Side Mario's launched one of the largest 3 month long contests in Canadian casual dining history, the "Budda Boom Budda Ching" campaign. The contest totaled up to $10 million in prizes, and was created with support from East Side Mario's marketing partners Endeavour Marketing, Endo Marketing, Ron Christie Communications and Cowan & Company. This campaign was launched in conjunction with an ongoing social media strategy in which East Side Mario's uses its presence on Facebook in an effort to raise awareness of promotions among consumers.