Taco Bell as part of the Doritos Locos Tacos product launch created a Twitter campaign called Hometown Tweet Off. Taco Bell and its agency, DraftFCB picked Aerva’s Social Media Platform that provides real-time, moderated tweets with many metrics and fraud detection.
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.”
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.