Taco Bell is letting everyone live out their secret Cinco de Mayo wishes by becoming a taco.
To celebrate the holiday, Taco Bell purchased its first selfie lens that transforms people’s heads into giant crunchy tacos with a dollop of the chain’s Diablo spicy sauce dribbled on top.
The filter — all crunchy head-shell and bulging eyes — is terrifying sane people, and is hit among its younger followers.
Here’s a sampling of reactions, mostly positive:
American Horror Story: Taco Bell Snap Filter
— Teighlyr (@teighlyr_) May 5, 2016
The taco bell filter on Snapchat is one the scariest things I’ve ever seen
— leilani (@leilalalani) May 5, 2016
Can we taco bout how lit this filter is pic.twitter.com/XxcO19mOb5
— K. (@korinitaaa) May 5, 2016
I want the taco filter on snapchat to stay forever
— Kelstar* (@kelseyleexx3) May 5, 2016
Move over Donald. @tacobell will be our next president. pic.twitter.com/1ZXlMlbytc
— Kevin Frankenfeld (@kpf) May 5, 2016
While getting a taco at Taco Bell takes minutes, Ryan Rimsnider, senior manager of social media for the Yum!-owned brand, told Digiday creating this took six weeks and was created in-house.
“We’re the world’s biggest taco fan and what better day to celebrate that,” he told Digiday. “We wanted to delight taco fans everywhere with an experience that we’ve been thinking about for quite some time.”
This is Taco Bell’s first selfie lens, although it’s no stranger to Snapchat. It previously used the app to promote its new menu item during this year’s Super Bowl and regularly creates stories on its own account that has more than 225,000 followers.
The filter, Rimsnider said, was just another way to appeal to a social-savvy audience: “It was a fun surprise to start their day; and these celebratory, highly engaging and interactive moments worth capturing are what they live for.”
More in Marketing
Digiday+ Research: Half of marketers say ad spend will grow this year
Marketers have big expectations for ad spend this year — just short of half of marketer pros said they agree advertisers will spend more in 2025.
Will a ‘rebrand’ of the CMO create a better balance between brand and performance marketing?
The hope is that the variation of marketing organization makeup will allow marketers — CMOs or whatever the title may be — to continue to swing the pendulum back to brand.
Fragmentation comes to search advertising as marketers grapple with shifting search behavior
Search ads are changing. Here’s how marketers are preparing for a new search landscape.