Role: Lead Strategist
To introduce Taco Bell’s new mobile-ordering app, we did the unthinkable: we deprived its hyper-engaged audience of all social media. The fastest way to get attention was to not make any noise at all.
For 72 hours, Taco Bell’s Twitter, Instagram, YouTube, Facebook, and Tumblr shut down—even TacoBell.com went dark.
After hours of fans and press clamoring for an explanation—garnering 2B earned impressions—we made the message clear: the new way to Taco Bell is #OnlyInTheApp. It drove more than 2.5MM customers to download the app, and 75% of all stores had their first mobile order within 24 hours.
