Taco Bell has come a long way from it’s kitsch niche in fast food. Gone are the days of the 4th meal, running to the border for breakfast, “Yo Quiero” and talking chihuahuas.
They’re a social media icon.
It’s like they’ve captured the joie de vivre of Seth Godin. They’re always top of mind when it comes to companies doing social media right and the recent launch of their new app wasn’t just clever; it was remarkable and interesting.
With this new app you can now order Taco Bell’s fast food from your phone. It’s awesome because we love Taco Bell and we like ordering food from our phones.
But what blew us away was their social media marketing campaign.
In one fell swoop, they blacked out every social media channel- we’re talking local Facebook pages too- to emphasize one single call to action: download the new app.
According to an article in AdWeek, Chris Brandt, Taco Bell's CMO commented, “We needed to do something right out of the gate that people would notice, and what better way to notice and drive people to the new way to Taco Bell than the blackout?”
What better way indeed.
"The treasure trove of information that we'll get about the consumer and their behaviors [and] habits will be awesome. We think we can make it a richer experience for us and the consumer by giving them offers tailored to their behavior.”
And that’s what got us.
Taco Bell didn’t just launch a new app to increase their sales, or because they felt like they ought to do it, or even because they wanted to disrupt their market.
What they really did was launch a more sophisticated way to track their customer’s behavior and buying patterns so that they can improve their services and offerings for their customers.
All because they leveraged their social media to provide this better brand experience.
It’s like they embodied what the famous Seth Godin quote, “Don’t find customers for your products, find products for your customers.”