Image Credit: Marketing Land
On October 28, Taco Bell made the bold and unusual move of going “dark” on its various social media accounts. This was in an effort to push people to download its new mobile app for ordering food.
In class we talked about how an ad needs to be unique in order to be have any impact on consumers, especially when we are constantly bombarded with messages.
So rather than frantically advertising the app on social media, the digitally savvy brand took a different route. It blacked out and went silent across all of its social channels. For a brand that has over 10 million likes on Facebook, this was a risky move. But, according to Marketing Land‘s article, it was worth it. In the Food & Drink Category for Apple iOS, the app moved from its usual spot from around 60 to become number one in the United States.
What made this so successful? Taco Bell has a huge and dedicated following on social media. So when the blackout reached news feeds, it caught the attention of fans. While those most loyal to the brand found out first, news about the blackout quickly spread – in large part due to their sharing.
Taco Bell’s goal was for its message to break through, without incurring high costs. As an innovative brand, it consistently does things that no brand has done before. This campaign fits perfectly with its image and also caters to its target demographic.