Taco Bell Gets Half Million Tweets In 5 Days: Case Study

5 Min Read. |

taco-bell-logo-black-and-white-taco-bell-0-72486About Taco Bell:

Taco Bell  an American Chain of Fast Food Restaurants located in Irvine, California in United States. Its a subsidiary of  Yum. Serve a variety of Tex Mex foods includes tacos, burritos, quesadillas, nachos and a variety of Value Menu items. Acquired more than 2 Billion customers each year with 6,407 restaurants.  80 %  of which are owned and operated by independent franchisees and licensees.

Founded by Glen Bell who opened a hot dog stand called Bell’s Drive-In in San Bernardino, California. He opened Bell’s Hamburgers and Hot Dogs in San Bernardino’s West Side barrio.Bell watched long Queues of customers at a Mexican restaurant known as Mitla Cafe, located across the street. This incident attracted a devoted customer base for its hard-shelled tacos. Bell began eating there regularly, attempting to reverse-engineer the technique, and ultimately gained the confidence of the proprietors. They allowed him to see how the tacos and other foods were arranged.In late 1951 or early 1952, he picked up what he had learned and opened a new stand, this time selling tacos under the name of Taco-Tia.

Previously they were operating  in United States, Australia, Canada,Chile,Poland, Russia, Saudi Arabia,  Singapore, Spain,  South Korea, United Arab Emirates. Recently they started operations in  United Kingdom,Cyprus,Greece, Iceland,  India,  Mexico, Philippines,

Taco Bell Business Objectives:

Taco Bell disclosed  strategies to add 1,300 unique locations internationally by 2023. Appealing increment from its current 250 locations overseas. The expansion in overseas units  by the company, strategy to complete an additional $2 billion in sales. Overseas focus is component of Taco Bell’s best motive to  to become a $14 billion brand by 2022. First of all,Taco Bell proposal is to add 2,000 restaurants domestically. The chain has approximately 6,000 locations in the U.S, opening a record-context of 200 new restaurants domestically in 2014.


Taco Bell claimed a petition, in which they appealed Unicode Consortium.The organization that controls the coding specifications for text containing emojis – to create a exclusive taco emoji. “We need your guidance in satisfying them, the taco emoji needs to happen,” Taco Bell marked in petition. “Why do pizza and hamburger admirers gain an emoji but taco admirer’s don’t?” They also auctioned  taco emoji t-shirts as promotional products to the campaign. Finally, the petition approved with 33,000 signatures, and the Unicode Consortium revealed a taco emoji in June 2015.


Taco Bell Twitter Strategy:

Most noteworthy  idea to honor  the taco emoji clemency so  simple. One taco emoji equals to  1,295 logic’s to tweet @TacoBell. Engaged  with a agency Deutsch LA, Taco Bell’s  objective  to make it clear with every single emoji. All flags, all iOS exclusive emojis, and even emojis that have remained since 1991 should have a response.The team designed a ‘Taco Emoji Engine’ directly into Twitter. No need to to download any apps, no need to visit  any websites. All a user needed, an emoji keyboard and a Twitter account.Probably Taco Emoji Engine took 4 weeks to plan and 9 weeks of asset management. Consequently, to prepare all 1,295 pieces of custom content, the team coordinated  with almost  77  celebrities around the world. They worked on  designing GIFs, pictures,interpretations, music, products, and more.

Most of all, Tweeting  an  image of a taco emoji with another emoji , details will automatically sent back a  GIF squeezing up the two images. If folks tweet a image of a taco & smiley face, they will then receive an image of a taco tiring sunglasses.In other scheme, tweeting an image of a taco and a satellite addresses back a GIF of a satellite shooting out tacos.

“They’re all representing fun, practically collectible pieces. Furthermore, I think they’re going to make it exceptionally Instagram-able,” addressed by Marisa Thalberg, chief brand engagement officer for Taco Bell.”This all about the taco admitting its deserved position in the official emoji keyboard—this wasn’t about us doing a promotion, this was about the taco itself,” Thalberg said. “We had our aspirations raised and rushed a few times along the way, but finally Unicode came through, and it’s here.”

Results Achieved from Taco Bell Strategy:

Comprehensively , the campaign provoked endless interest, with more than half a million tweets in the first 5 days of the campaign. In conclusion ad also got  selected  for a  prestigious Cannes Lions Gold award at the 2016 festival. In addition  petition approved with 33,000 signatures, and the Unicode Consortium revealed a taco emoji in June 2015.


Learnings from Taco Bell Strategy:

First of all , I have to admit that Taco Bell a very smart and excellent company in advertising area. Nowadays, people used different kinds of communication software to keep and develop their society, like Facebook, Instagram, 17 and so on. Moreover, Taco Bell shows its intelligence in  targeting  its future customer by using emoji expression. You know, emoji expression appeared in people’s social life just in this few years and there is not doubt that it attract a large number of customer and show a very strong ability to take place of original expression. Taco Bell created its own funny expression in emoji to deep it brand knowledge in customer brain. Seems like, it did a smart choice to gathering its future consumer.Finally, I have to admire the advertising program.

Photo Credits: icrossing.com, fdfworld.com, twitter.com

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