Taco Bell leveraged Aerva’s software platform, AerWave, for social media and digital out-of-home to launch new productDoritos 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. The digital-out-of-home campaign coincides with the work Aerva did for Taco Bell’s Hometown Tweet-Off.
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.
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.
Taco Bell CMO Brian Niccol On Letting Customers Drive Ideas