Like the Taco Bell page on Facebook and get a free taco. The company hopes social media can influence the outcome of a class action lawsuit claiming the fast food chain misleads customers about whether its tacos contain real beef for filler.
The “like” button links to a page on Taco Bell’s website with a printable coupon. The fast food chain has ten million coupons to give out, and they have an expiration date of February 15. Currently, the company has more than 5.5 million Facebook followers.
According to the suit, lab analysis shows that only 35 percent of the taco filling is real beef, which is under the USDA’s minimum requirements to label the food as ‘beef.’
Computerworld quoted Taco Bell’s Chief Executive Officer Greg Creed:
Throughout the beef class action lawsuit, the response and enthusiasm from our Facebook community has been overwhelmingly positive. We found it only fitting to reward these 5.4 million fans and a friend with a free taco. It’s our way of saying thanks for their loyalty and support.
The coupons are part of a larger effort to try to at least work the lawsuit for publicity. Like Taco Bell’s newspaper advertisement brazenely says, “Thank you for suing us.” You might also have noticed the recent commercial with the guy playing the piano and singing about the new quad steak burrito, emphasis on the word “steak.” .
We give props to Taco Bell for creative thinking. The company’s rallying fans, and using social media as a tool to show loyalty and gain support. But do you think it’s possible to influence the outcome of a class-action lawsuit with social media, rather than tried-and-true legal strategy?