Taco Bell's three previous Doritos Locos Tacos launches were met with excitement and lots of social chatter. As they approached their fourth DLT, the internet was uncharacteristically quiet. Our objective was to get everyone talking again and make the new DLT feel huge. The thing is, our millennial target had migrated to new platforms and we had to figure out how to speak to them in whole new way.
At the time, no brand had truly used Snapchat and the process of adding a friend, let alone a brand was a 4-step process (now Snapchat has a one-click method and brands pay thousands for it). By positioning our film with the MTV Movie Awards and creating Snapchat's first engaging piece of content we made Taco Bell the most followed brand on the app using just Taco Bell's owned social properties.