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Pool floats resembling hot sauce packets, manicures with the word “Fire!” on nails, and even a Mountain-Dew inspired Baja Blast drink—these were just a few of visitors’ favorite things at the Taco Bell Hotel.
The brand activation, produced in partnership with Edelman and United Entertainment Group, garnered 4.4 billion impressions from the event, with more than 5,000 articles written by media outlets (including Adweek). Jennifer Arnoldt, senior director, retail engagement at Taco Bell, explained the hotel’s success is completely thanks to the brand’s fans and how Taco Bell approached the entire event.
“It was this community of rad people just wanting to hangout with the brand,” Arnoldt said in conversation with Josh Sternberg, tech and brands editor at Adweek at Brandweek.