News

Taco Bell turns to digital billboards for Cool Ranch Doritos Locos Taco launch

April 23, 2013

When Taco Bell launched its Cool Ranch Doritos Locos Tacos in March, word spread quickly via the brand's use of a social media-to-digital billboard.

Taco Bell selected Aerva for the campaign, which began in early March.

According to Aerva, the campaign leveraged its software platform, AerWave, for social media and digital-out-of-home messaging that ran for five weeks and allowed fans to send their picture to a digital billboard in New York City's Time Square.

Taco Bell also utilized Aerva's moderation engine to filter submitted photos. Fans were asked to submit photos of their expressions after tasting the new Cool Ranch Doritos taco, using the Twitter hashtag #wow and #coolranchdlt or #duh and #coolranchdlt.

Photos that were approved were then displayed on the Clear Channel digital billboard.

Aerva's Keepsake Platform was used to capture images of the tweeted photos as displayed on the billboard. They were then used in a shareable Keepsake image gallery.

Digitas, Taco Bell's digital AOR, also helped with the campaign.

Aerva created Taco Bell's original Doritos Locos Tacos campaign in March 2012 as well. The taco quickly became the brand's most successful product launch in its history.

Read more about social media marketing.