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Category
Social Media / Branded Social Campaign
Annual ID
150347A
About the Work
Taco Bell is the most engaged brand in social media. So naturally, to launch their new mobile ordering app they wanted to do something epic across all their social channels. But, instead of the usual barrage of posts, pics, and tweets… we turned them all off. By blacking out every single media channel, including TV commercials and their website, we made it powerfully clear that the only way to experience Taco Bell was in the app. As the buzz among our target and in the press grew, the app started climbing to the number one spot in the App Store’s food and drink category. After three days, when it was all said and done we had 2 billion earned impressions proving that to turn the volume up, you sometimes have to shut it all down.
2015 Awards
Total Points: 5
Merit
Credits
Agency
DigitasLBi / San Francisco
Chief Creative Officer
Ronald Ng
Creative Director
Paul Bjork
Brad Meyers
Executive Creative Director
Morgan Carroll
Eric Dean
Creative Team
Dave Marsey
James Duffy
Greg Coffin
Jason Moy
Gwen Barker
Taylor Humphreys
Kira Romansky
Dean Rubinstein
Ashley Heltne
Andrew Furth
Hanna McPhee
Eliza Lochner
Jean-Michel Hoffman
John Tuchtenhagen
Larisa Johnson
Carley Rosenberg
Oliver Berbecaru
Nadia Last
Nicole Cimmarusti
Dominik Dennig
Michael Gallagher
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