Taco Bell Discusses Its VidCon Documentary

Brand wants to be young hungry eaters' friend

Taco Bell wants to be where young, hungry eaters are so it's making its presence known at Web video conference VidCon. To show how much connected youth idolize YouTube stars, the fast food company's latest campaign is an almost real-time documentary called Voices of VidCon, released on the last day of the Anaheim, Calif. conference.

"It’s pretty phenomenal to see the passion that these people have for these creators. It's like Beatlemania for the YouTube community. If you don't know that space and you don't know the community being here, this will open your eyes to the passion they have," said Tressie Lieberman, Taco Bell's director of digital marketing and social platforms.

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