| A-List Awards 2016 | ||
|---|---|---|
| Interactive | Social Media, Single | Bronze |
| One Show, 2016 | ||
| Social Media | - | Best in Discipline |
| Social Media | Consumer - Branded Social Campaign / Branded Social Campaign | Gold Pencil |
| Social Media | Innovation - Innovation in Social Media / Innovation in Social Media | Merit |
| Interactive | Innovation - Advertising / Advertising | Merit |
| International ANDY Awards 2016 | ||
| Social Marketing | Retail Foods | Silver |
| Cannes Lions 2016 | ||
| Mobile | Social : Content for User Engagement | Silver Lion |
Client: Taco Bell
Media: Others
Brand: Taco Bell
Country: United States
Activity: Others
Agency: Deutsch
Chief Creative Officer North America: Pete Favat
Chief Digital Officer North America: Winston Binch
Executive Creative Director: Tom Pettus
Creative Director: Andy Pearson
Creative Director: Ken Slater
Art Director: Dan Rosenberg
Copywriter: Ashley Milhollin
Executive Director Digital: Pam Scheideler
Executive Integrated Producer: Nathan Pitzel
Integrated Producer: Lindsey Najdovski
Integrated Producer: Bob Guerrero
Integrated Producer: Junior Designer
Group Director Art Production: Cara Nieto
Senior Art Producer: Mara Serdans
Senior Art Producer: Anastasia Arten
Account Director: Walter Smith
Account Director: Fernando Barretto
Account Supervisor: Monica Tobin
Assistant Account Executive: Sierra Derose
Group Planning Director: Zach Gallagher
Senior Digital Strategist: Amelia Hall
Director of Integrated Business Affairs: Abilino Guillermo
Executive Business Affairs Manager: Ken Rongey
Ceo North America: Mike Sheldon
President Los Angeles: Kim Getty
Production Company: Legwork Studio
Production Company: Lobo
Production Company: Lunch
Production Company: Lindsay
Production Company: Alex Small-Buterra
Production Company: Fox Adhd
Execution:
We partnered with 77 artists worldwide to create custom content for all 1,295 possible emoji responses, to be ready for when the taco emoji was released. Yep, every single emoji has a response: all flags, all iOS exclusive emojis, and even emojis that have existed since 1991 have a response. The engine cannot be stumped.The Taco Emoji Engine is always on and always lightning fast. Our responses are even featured in Twitter’s new GIF search button when you look for “taco.” Whip out your phone right now and tweet a taco and another emoji @TacoBell and see for yourself.
Strategy:
Using social listening, we saw 157,000+ posts about wanting the Taco emoji, which inspired us to create the Change.org petition in November 2014. Our initial target audience was the 33,000+ people who signed the petition and grew to include anyone with a taco emoji and a Twitter account. Planning kicked off August 2015 and the engine launched November 9, for a total of four weeks of planning and nine weeks of asset production. Since emojis are a universal language, we built the Taco Emoji Engine directly into Twitter so all taco lovers everywhere could enjoy it.
Outcome:
So how did the Taco Emoji Engine do?Results:-Our 11/9 launch date drove more brand mentions than any other day in Taco Bell’s history on Twitter-Positive brand sentiment hit a yearly high-More than 798,000 engagements and counting -At its peak, the Taco Emoji Engine had 1,466 unique users, who played with the engine an average of 38.46 times -More than half of our responses got retweeted-One person tried 373 emoji combinations with the engine -22 billion total potential impressions
Campaign Description:
We built the Taco Emoji Engine, an interactive platform baked directly into Twitter. Just tweet a taco emoji plus any of the 1,295 other emojis at @TacoBell to get back a custom picture or GIF mashup.
Synopsis:
In an emoji-crazed world, we noticed one huge problem: There was no taco emoji. So Taco Bell decided to do something about it. We started a Change.org petition. And it worked. The taco emoji was soon to be released on more than one billion screens worldwide. So now we faced another challenge: How will we celebrate this victory with our fans? And how will we cement the taco emoji as shorthand for Taco Bell?