Feeding the Obsession
To promote the launch of Taco Bell's mobile-ordering app we waged a full-scale social media blackout across all channels. We hid thousands of posts on Facebook and Instagram, and developed a never-been-done custom hack with Twitter that made us the first brand to "unfollow" all of our 1.4 million fans overnight. Each channel was left with a single post and a clear message — the new way to Taco Bell was only in the app.
CD Team: Paul Bjork, Brad Meyers. ACD Team: Justin Stielow, Brian Button. AD & CW: Shawn Raissi, Jason Moy.
Doritos Locos Tacos
Rather than launch Doritos Locos Tacos ourselves, we let hardcore Taco Bell fans do it for us. Sending out cryptic tweets and letting Taco Bell faithful discover and announce the delicious creation. In just 10 weeks we sold over 100 million Doritos Locos Tacos, instantly setting the record for the most successful QSR product ever.
