Taco Bell brings viral marketing to the real world
Taco Bell has brought its own version of Willy Wonka’s golden tickets to life.
In a real-life viral effort to promote the 11 items on its new Dollar Cravings Menu, the fast food giant has noted down the serial numbers of and then released 11-dollar bills across the country—which if found, guarantee its finder a lifetime of food from Taco Bell.
The campaign, in partnership with agency Deutsch, kicked off in Los Angeles today, and will have a new “everlasting dollar” and associated serial number being announced in a new city everyday for the next 11 days.
“Social doesn’t just thrive online, we wanted to create a buzz offline too,” said Nick Tran, the digital marketing and social media lead at Taco Bell. “We always strive to do things different from the expected.”
Taco Bell will announce the city and winning serial number by releasing a video every day on its webpage. The videos will also be released on other social media channels including Twitter, Facebook, Snapchat, Vine and YouTube—which the brand will monitor for social engagement. The videos feature Harley Morenstein from Epic Meal Time, a Canadian cooking show on YouTube that features extremely high-calorie meals.
Taco Bell quotes the estimated odds of winning to be 1:2,400,000,000 in its rules section.
Taco Bell is no stranger to pulling out all the stops in its attempts to reach its elusive young demographic. It was an early adopter of Snapchat, created the “fourth meal” ad campaign and has developed a multifaceted digital content strategy.
‘It’s really just like a catalog’: Overheard at the Digiday Media Marketplace Strategies Forum
Top concerns expressed included navigating selling on a multitude of new marketplaces and maintaining brand equity in the face of third-party sellers
The Rundown: Facebook recommends spending your way through its measurement problems
Facebook estimates that it is under-counting conversions from iOS devices by about 15%.
The definitive Digiday guide to what’s in and out in the privacy conversation this year
The race against the loss of the third-party cookie has created a slew of competitors. Here is Digiday's guide to who is in and out.
SponsoredHow retailers can be ready for holiday shoppers this year
Suchi Sastri, managing director and partner, Boston Consulting Group As the holiday season approaches and the pandemic continues to evolve, retailers want to know what to expect. Will e-commerce continue to grow at the rate it did last year? How big of a role will in-store shopping play in holiday shopping? While it’s still early, […]
‘Create cultural touchstone moments’: Why this direct-to-consumer shoe brand added sabbaticals for employees this year
A Salt Lake City, Utah-based company is one of a number of employers looking for new ways to engage employees and foster office culture despite the continued work from home environment due to the Delta variant.
‘It’s where our key customers are’: Why a DTC shoe brand spends big on Instagram and Facebook
As Apple continues its data privacy crackdown, a newly launched DTC brand says launching with Facebook and Instagram at the helm of its media mix is key.