As a pre-launch to the 2012 national launch of the Doritos Locos Tacos, Taco Bell executed a Twitter campaign to connect with our audience, build demand and celebrate our influencers. Doritos Locos Tacos had only been available in a few select test markets, but we wanted to prime the pump for a national roll out. The Doritos Locos Tacos Hometown Tweet-Off competition’s grand prize included giving a winning town in America Doritos Locos Tacos a week before the rest of the country. The rules were simple – the person with the most retweets stating why their town should get the Doritos Locos Tacos, wins. Thousands of tweets later we had our winner. A week after, Taco Bell landed in Fuquay, North Carolina to congratulate our winner, Zach, and his town with hundreds of Doritos Locos Tacos. Zach beat out celebrities and everyone else in the nation to be the first to have the Doritos Locos Tacos. Zach’s high school peers were so excited, they nominated him for Prom King!The Doritos Locos Tacos Hometown Tweet-Off was a huge success. This competition gave this revolutionary new product a fanatic following even before it was nationally available. By the end of the competition, still a few weeks out from the launch, #DoritosLocosTacos had been tweeted over 24,000 times. 74 percent of the Doritos Locos Tacos conversations included #DoritosLocosTacos and #Contest, showing that the Doritos Locos Tacos conversation was driven heavily by the Hometown Tweet-Off competition. Consumers were aware of the product launch and built an incredible amount of buzz around it. Not only were conversations flooding Twitter regarding the Hometown Tweet-Off, but conversation about Taco Bell on Twitter increased 217%. That is over 11,000 tweets per day. Taco Bell attracted new followers during the Hometown Tweet-Off, receiving, on average, 833 new followers each day. The Hometown Tweet-Off competition did more than simply shower the winner and his town with Doritos Locos Tacos. The Tweet-Off built a following of Doritos Locos Tacos fanatics and gave them a stage to share their love of the product and contributed to the success of the national launch.
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