Del Taco has launched a new advertising campaign that integrates social media with traditional TV and radio advertising with the tagline, "Eat it here; watch it online."
The social media component includes the debut of a series of webisodes on Del Taco's Facebook fan page titled "The Del Taco Super Special Show." The brand's version of a late-night, variety-style TV show is intended for mature audiences.
With a nod to sketch comedy, the Del Taco Super Special Show is a fast-paced variety-style show that celebrates the brand's attitude in humorous and bawdy ways. The show, set at a Del Taco "just up the street," is hosted by affable Del Taco crewmember Wes, who introduces sketches, sight gags and bits around the many activities that might happen — usually late at night — at Del Taco.
His roommate Barry, who just may be Del Taco's No. 1 fan, helps out Wes when he's not eating tacos. Sketches include a "Del vs. Bell" comparison in which the Del character gets the girl and the Bell character gets his bell rung.
The show will appear in Del Taco's TV and radio ads as well as in the longer webisodes. Consumers who view the first webisode can receive a coupon for a free Classic Taco redeemable at their next purchase.
"Our strategy is to use social media to extend the Del Taco experience beyond the restaurant," said John Cappasola, vice president of marketing at Del Taco. "The Del Taco Super Special Show is a fun way to bring the spirit of Del Taco online, which gives our customers another place to interact with the brand anytime."
The first TV spot, radio ad and webisode, created by Doner and Mekanism, promote the show and feature Del Taco's popular line of tacos including the regular and Classic Taco, both under a dollar, and Macho tacos. Episode 1 also introduces Del Taco's "Hot Sauce Girls," Timothy Tacohands, Talking Chins and other unexpected characters. The spots conclude with the campaign's tagline "Eat it here; watch it online" and the Facebook.com/deltaco address.
The ads will appear on network and cable TV in Los Angeles including during the NFL playoffs, Lakers basketball, Saturday Night Live, CW's Family Guy, Fox Sports and ESPN, among others.
