In early 2012, Taco Bell launched the Doritos Locos Tacos and it was clear early on that it would be a huge success. Consumers across the country were professing their love for the product. You have to love something to tweet “it’s like French kissing a unicorn" in reference to the culinary experience of the Doritos Locos Tacos. We set out to make consumers and fans part of the campaign. They relished it. We then began phase two, giving them a digital stage to shout from. We printed real consumer tweets on the product packaging and cups. We then created an augmented reality app that streamed live consumer tweets. To amplify it and let the brand’s social capital celebrate consumers’ love for the product, we gave them a bigger stage. We broadcast consumer tweets on live billboards in Times Square and on Sunset Boulevard. Each tweet on the billboard was photographed and sent to the consumer, which they could share/retweet to further the conversation around the Doritos Locos Tacos.The idea of connecting social media with the live billboards was a first in QSR (Quick Service Restaurant) as it allowed the live billboards to be part of the social conversation. We already had a significant following around the Doritos Locos Tacos, but billboards drove more eyes to Taco Bell, especially as consumers shared their broadcast tweets. This extension of the campaign launch also allowed consumers to engage with the product and brand using several different touch points. Consumers first interacted with the brand in-store which led to their social engagement through the packaging. Consumers interacted with the brand and product digitally as they saw their tweet broadcast on huge billboards in Times Square and Sunset Boulevard. Consumers then re-engaged with Taco Bell through the social space as they shared their broadcast tweets with their friends through various social channels (e.g., Facebook, Twitter, etc.). Taco Bell brought the consumer to the stage to allow them to share their voice which led to continued consumer-heavy buzz around the Doritos Locos Tacos.
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