“Taco Bell Blackout” Social Media Campaign

Campaign Objective 

Taco Bell’s social media campaign objective was to drive their fans to download their new mobile ordering app. 

Strategy

Instead of utilizing their social media channels to push out promotional messaging that encourages fans and followers to download their new ordering app, they decided to take a less conventional approach. Taco Bell shut down all their social media sites and posted a message tailored to each social platform with the hashtag- #ONLYINTHEAPP.





Campaign Success

Within just the first two days, Taco Bell received over 300,000 installs, outranking some of the most popular apps in the U.S. at that time. They also garnered 2 billion earned media impressions in three days time. 

Their innovative marketing campaign generated an insane amount of chatter, which derived from all over our great nation. This reverse psychological genius landed Taco Bell’s Blackout campaign six 2015 Cannes Lions International Festival of Creativity awards.





Comments

  1. UnknownJuly 31, 2017 at 4:45 PM

    I love when people can think outside the box and turn conventional wisdom on its head. Fascinating read.

    ReplyDelete

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