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Top 6: October 13th 2021
This year, Taco Bell is celebrating National Taco Day in a big way, launching two campaigns: one will launch across solely US markets (National Taco Day Campaign), the other will … read morelaunch internationally across 23 global markets (Taco IRL Campaign). Between the two campaigns, Taco Bell is utilising innovative digital tech and emerging social platforms, from implementing mobile-first strategy, reaching taco fans around the world, to making its Discord debut on one of the fastest growing community-led online chat room hubs. There are seven billion smartphone users in the world, and each one contains a taco emoji, but the vast majority have never eaten a taco. For National Taco Day, Taco Bell is turning the taco emoji into one that fans can actually eat IRL. In this international mobile-first campaign created in collaboration with creative agency Deutsch LA, fans around the world are invited to participate by simply messaging a taco emoji to a designated number to get a free taco. To access the designated number, Taco Bell has created QR codes and short URLs, which will automatically open the fan’s messaging app, WhatsApp or SMS platform with a taco emoji pre-populated in the text field, making the process effortless. Once the taco emoji is sent, the user is immediately presented with a National Taco Day gif and special offer to redeem one free taco in-store on National Taco Day, 10/4. To create the look and feel of the campaign, Deutsch LA utilised a range of design elements, from typography and colour palettes to photography styles that fit within a flexible design system. The taco emoji is the creative anchor of the Tacos IRL campaign: Taco Bell created their own custom taco emoji modelled after their iconic Crunchy Taco to be used across all assets and throughout all regions.
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