Taco Bell is on a roll with its Doritos Locos Tacos, selling over 500 million in just over a year. The company has kept people excited about the tacos by introducing the Cool Ranch flavor in March and teasing fans with its new flavor, the Fiery DLT, which hit menus today.
To promote this spicy taco, Taco Bell is relying heavily on social and digital media. The company reached out to YouTube stars and influencers at VidCon, asking them to create video content that introduced the Fiery DLT to viewers.
Taco Bell ended up choosing 65 video ads from YouTube content creators to distribute online through Twitter feeds and social networks. For this YouTube campaign, the fast food chain partnered with Publicis Groupe’s Digitas who will also conduct digital outreach and seeding of the online videos.
Social media will fuel the launch of this campaign, but next week Taco Bell will incorporate a paid media strategy. This will include TV commercials as well as in-store and radio ads.
One of the most well-known YouTube stars to create a video for Taco Bell is Freddie Wong. He worked with YouTube collaborator Brandon Laatsch to create this spot featuring a “3D Doritos Taco” printer. Wong’s video, which was released to his 6.3 million subscribers, will be used in Taco Bell’s online advertising media buys.
Tressie Lieberman, director of social and digital marketing for the company, said that Taco Bell is using YouTube to “understand the space…We’re learning a ton from how these guys engage.”
Social media has played a large role in Taco Bells’ Doritos Locos Tacos line of products. According to Lieberman, it’s all part of a priority to get the brand to resonate with consumers as being more authentic by developing online relationships with Twitter, Facebook and YouTube users who are actually fans of the brand.