Taco Bell and DigitasLBi San Francisco (their digital AOR) are launching their new breakfast menu (the proper response: “Gross”) with a different kind of social campaign.
DigitasLBi and Taco Bell are sending out 1,000 burner phones across the country as part of a teaser campaign for Taco Bell’s largest menu expansion in their 50 year history this Thursday with the introduction of the new breakfast menu, offering people the opportunity to make a terrible decision on their way to work. The phones serve as “a direct line to Taco Bell Breakfast and a chance to win epic swag by challenging fans to create social content.” Preloaded text messages on the phones offer usersinstructions on how to activate the phones and accept the terms and conditions.
Then, throughout the week, “phones will be called and texted at various times throughout the day, prompting participants to complete missions” using the hashtag #wakeuplivemas, for a chance to win prizes (like a waffle taco hoodie). Tumblr will act as the hub for all the created content, while winners will be notified via their phone and Twitter. Mobile marketing firm Hipcricket was responsible for powering the voice and text messages on the phone. The idea is to create a “retro guerilla social network that generates excitement to create compelling social chatter and content.” We’ll give DigitasLBi and Taco Bell this: the breakfast menu launch is certainly unusual. You can follow along with this campaign on Tumblr, Instagram and Twitter, and if you feel like being sick by lunch, head to Taco Bell for breakfast this Thursday.