Taco Bell now has a breakfast menu, people. And you know what that means: wall-to-wall waffle tacos, waffle taco pajamas, burner phones (naturally), and “secret” calls and text messages from Taco Bell itself.
Yesterday and today, Taco Bell, with help from digital agency DigitasLBi, is dropping prepaid mobile phones (Samsung T404s) across seven cities to 1,000 people that the fast food chain has identified as influencers. And because the company received many responses from its Twitter following of 1.1 million that wanted to be in on the fun, Taco Bell will be adding additional, secret burner drops, communicating their location by social media to fans.
“It really started with listening to our audience,” said Tressie Lieberman, the director of social and digital marketing at Taco Bell. “The minute the waffle taco hit Instagram, it became a social phenomenon.”
Once the influencers have received their phones, they will wait a call or text with a challenge from Taco Bell. These challenges generally come will come in the form of a question or a task that can be completed by replying to the chain within four hours with an Instagram photo or a tweet. Taco Bell will be picking the best responses as winners.
And if that isn’t enough special attention from the taco chain, the prepaid phones can be used to call the Taco Bell headquarters and talk to a team of 5 fielding calls in the newsroom.
“The phone has been ringing off the hook,” said Lieberman. “Friends have two-way conversations with their phones. We just want to be a friend and be human.”
If one of the chosen influencers is successful in winning a task, Taco Bell will award them with either Waffle Taco Pajamas, Waffle Taco Skate Decks, a Crunchwrap bedsheet set, or Waffle Taco Nikes. Taco Bell will also be picking a winner a day to receive free breakfast for a year.
In the past 10 days, Taco Bell’s campaign hashtag, #WakeUpLiveMás, has generated more than 16,000 tweets, and in the past day, the fan-created hashtag #breakfastphone has been used more than 1,200 times, both according to the social analytics site, Topsy.
-
How the layoffs at Upcomer show the challenges of public ownership in esports media
Enthusiast’s lack of a seemingly cohesive strategy for Upcomer is a reflection of the broader challenges it faces as a gaming and esports holding company that is, at the moment, one of the few publicly traded firms in the industry.
-
‘A lot of investment and commitment’: Manchester City ramps up esports efforts
Early forays from football teams into esports were conservative to say the least, opting to stay close to football and focus on competitive events for the Fifa football series.
-
How Blue Apron meal kit is revamping its marketing strategy with digital video
Returning to advertising after two years, DTC Blue Apron is diversifying its media spend with video advertising to boost brand awareness.
-
SponsoredHow marketers and retailers are unlocking the true value of retail media
Ben Kneen, senior director of product management, Xandr It’s a challenging time for retailers in the advertising industry. As they cope with supply chain woes and inflation-related pressures, they seek high-margin revenue streams amid evolving privacy regulations and massive shifts in identity solutions — including IDFA, the deprecation of third-party cookies and more. In light […]
-
Why Snap and Saber Interactive are promoting the release of Evil Dead: The Game with an AR magazine cover
As augmented and virtual reality technologies continue to become more widespread, game developers like Saber are likely to continue leaning into this type of immersive activation — and, at the moment, Snap might be the most advanced and accessible AR platform with a gaming audience.
-
Fortnite Creative’s creator economy represents the future of metaversal brand activations
Fortnite Creative — a workshop mode where players can design their own levels similarly to Roblox or Minecraft — lets brands bring their vision for metaversal activations to life, sometimes without working with Epic Games at all.
