Taco Bell lacked the digital presence it needed to support the shift from desktop to mobile first thinking. For over a decade it had rested on its TV laurels but the brand’s good will was starting to wain with a new generation that embraced a new multi-cultural way of thinking as well as a digital-first lifestyle.
To support the brand’s new tonality shift and tagline of ‘Live más,” we set out to create a mobile presence and campaign to unite digital, mobile and social into one unique experience. The app integrated Foursquare and rewarded those who explored multiple locations. The app also promoted social ordering, using Paypal’s “split the bill” technology.
Having a new mobile application is great, but we thought it needed a product launch that would captivate the nation and the brand’s ten million plus Facebook fans. Piggy-backing on an election year, we proposed the “Ring It Up” campaign, integrating social with realtime OOH and menu boards, encouraging the 75% repeat customers to try out different menu items based on these trends.
We proposed election-style wild postings and the first-ever branded Instagram filter to achieve the look of the campaign and help spread the campaign socially on IG and Facebook.