Taco Bell

Digital Out of Home Twitter Campaign

Taco Bell leveraged Aerva’s software platform, AerWave, for social media and digital out-of-home to launch new product Doritos Locos Tacos. Aerva’s Platform provides real-time, moderated tweets with many metrics and fraud detection. The most appropriate tweets are shown on two digital billboards, in Times Square and on Sunset Blvd, after receiving user’s permissions. Taco Bell and its agency, DraftFCB picked Aerva’s Social Media Platform that provides real-time, moderated tweets with many metrics and fraud detection.

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Objective

The Hometown Tweet Off was a contest that ran from February 16-20, 2012. Taco Bell’s call-to-action to consumers was enticing and designed to create a viral effect. In part, it read: “On March 8th, you can experience Doritos® Locos Tacos, a Taco Supreme® with a shell made out of Nacho Cheese Doritos® chips. Tweet your excitement using both #DoritosLocosTacos and #Contest to tell us why you deserve a visit from the @TacoBellTruck, loaded with Doritos® Locos Tacos . The tweet that gets the most retweets wins! More than a 1,000 winners could receive deliciously awesome prizes.”

Solution

Aerva’s Social Media platform provided most appropriate tweets in an ordered list of retweet counts to Taco Bell Microsites. Users could tweet from the microsite, Twitter or other Twitter clients. Aerva was picked by Taco Bell from a competitive field due to Aerva’s technology platform, social media and digital out-of-home expertise, and stellar execution history in complex, multi-channel campaigns.

A streaming camera allows the action on each billboard to be viewable on the Taco Bell website. In addition, another set of cameras are coordinated to take pictures of Tweets on the billboards that are sent back to individual users and posted to an online Keepsake Gallery.

Aerva provided the entire system to moderate inbound tweets, automatically ask for user permissions and drive the billboards with real-time, moderated, and user-permitted tweets and also automatically manage cameras so the feeds can be streamed real-time and dynamically populate the Keepsake Gallery.

Results

The positive user response of the product launch campaign influenced the targeted demographics who are very social media savvy and took special interest in seeing their tweets on digital billboards.

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