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Taco Bell
Taco Bell Blackout

RAN IN: United States

CLIENT
Taco Bell

AGENCY
DigitasLBi San Francisco *Lead Agency

Paul Bjork, VP/Director, Creative
Brad Meyers, VP/Director, Creative
Greg Coffin, Associate Creative Director
Jean-Michel Hoffman, Creative Strategist
James Duffy, Associate Creative Director
Eric Dean, SVP/Executive Director, Creative
Dave Marsey, EVP/Managing Director, DigitasLBi San Francisco
Morgan Carroll, EVP/Executive Director, Creative
Ronald Ng, Chief Creative Officer, North America
Larisa Johnson, Media Supervisor


SUMMARY

To introduce Taco Bells newest channel, the mobile-ordering app, we turned all of their social channels off. By depriving its hyper-engaged social audience we proved the fastest way to get their attention was to go dark. For 72 hours, Taco Bells Twitter, Instagram, YouTube, Facebook and Tumblr shut downeven TacoBell.com went dark. After hours of fans and press clamoring for an explanationgarnering 2B earned impressionswe made the message clear: the new way to Taco Bell is #OnlyInTheApp. It drove more than 2.5MM customers to download the app.

CASE VIDEO


Hero Medium: Social Media

Medium Featured On Video: Mobile/Tablet, Social Media

Audience: Other

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English