Taco Bell: THE MOST 'SOCIAL' TACO IN TOWN

Credits & Description:

Advertiser: TACO BELL
Agency: SPARKSMG
Category: Best Use of Outdoor
Associate Media Director: Cody Gundrum (Starcom MediaVest Group)
Vice President/Director: Jaclyn Sinclair (Starcom MediaVest Group)
Senior Vice President/Managing Director: Brent Lux (Starcom MediaVest Group)

Effectiveness
There is no way to top the biggest product launch in Taco Bell’s history, right? Wrong. Buzz and demand created for Cool Ranch Doritos Locos Tacos far exceeded Taco Bell’s expectations and the launch sales are outpacing last year’s Nacho Cheese launch. When compared to the Nacho Cheese launch, Cool Ranch sales have increased by double digits, which is unheard of in a declining fast food category. Sales from Cool Ranch Tacos are stimulating the U.S. economy and are expected to create more than 15,000 new Taco Bell jobs due to the demand.

Execution
Soon after Taco Bell leaked the news of Cool Ranch to the press and their social following in February, we launched a live Twitter-enabled outdoor video board in New York City’s famous Times Square. Fans could tweet their reaction to the news via hash tags - #Wow or #Duh - along with an Instagram photo. Their tweet was then shown in Times Square. While on display our team took a picture to capture their 15 seconds of fame and sent the photos to them via Twitter, so that they could share it with their friends in the social sphere. After the product launch, we ran a :10 3D teaser that ran with the new movie, "Oz, the Great & Powerful." -- it was the first 3D movie by a Quick Service Restaurant.

Strategy
The launch of Taco Bell’s next big thing, the Cool Ranch Doritos Locos Taco, needed a media plan that packed some punch and crunch. With the number of Cool Ranch Doritos lovers less than half the number of Nacho Cheese lovers, improving Taco Bell’s most successful launch in 50+ years would not be easy. The launch needed to be bigger and better for Cool Ranch sales to surpass the 375 million Nacho Cheese tacos sold in 2012. Without the novelty of last year’s launch, we had to reinvigorate Doritos Locos Tacos lover’s excitement. We also needed to give closet cool ranch lovers something talk about. Tactics would need to seed consumers’ anticipation and generate buzz; then blow people’s minds with a an integrated Out of Home tactic. Outdoor was the perfect platform for them to share their love for Doritos Locos Tacos.