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Taco Bell crowd-sources for new Doritos Locos Taco ad campaign August 24, 2013

Posted by rmshepard in Uncategorized.
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Taco Bell is releasing a third flavor of Doritos Locos Tacos. In developing an advertising campaign, it decided to look to YouTube. Taco Bell consumers would have the power to develop the ad campaign, as they did for the other flavors. Contributors were not paid, but many were flown to Los Angeles to use production facilities, equipment, and actors. What followed were 65 submissions, 15 chosen for the trip to LA, and several online videos with millions of views. No surprise: fans loved the campaign. Tens of thousands of tweets shared the ads during a roughly three-week period, and the campaign is making headlines.

For samples of the ads posted to YouTube, see the following videos:

Discussion Questions:

1.  Why might the crowd-sourcing ad campaign by Taco Bell be more powerful than a traditional ad campaign?

2.  A few years ago Taco Bell was in trouble with accusations that its beef wasn’t what they said it was. How has their DLT product line, and ads for it, proven a path for emerging successfully from scandal?

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