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Taco Bell Uses YouTube to Make People Fall More in Love With The Brand
Manuela Walfenzao| 9 de diciembre de 2016
Presentación de la serie Taco Tales
With content that goes beyond traditional advertising and social media outreach, Taco Bell launched a content marketing campaign called Taco Tales in the form of weekly videos on its YouTube page. “We don’t need more awareness of the Taco Bell brand, we just want people to fall more in love with us” said Ryan Rimsnider, Taco Bell’s Senior Manager of Social Strategy regarding the move. The campaign was created with L.A. content studio Madison & Vine by using ideas from posts to Twitter and Reddit that became 2′ to 3′ videos. For Taco Bell, which posted its first video to YouTube in 2006, putting more emphasis on YouTube now makes sense: about 2% of food videos already viewed on the video-sharing website mention the brand in some way. For Taco Bell the videos feature stories about things that could only happen to their fans. This first video tells the story of a woman that drops her car off with two unusual mechanics, and later both men pull up at the Taco Bell drive-thru in her car, only to see the same woman working in the window. Despite the annoying situation, the story ends nicely with the woman delivering the food to the men, and finding out that her car has been repaired for free and dropped off in the Taco Bell’s parking lot where she works. Taco Bell will run six Taco Tales, and after that is planning to show a Clip Show to showcase fan content, which is being produced in-house and hosted by Chris Crawford, a member of the Taco Bell social media team.
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