Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
Taco Bell Blackout
To introduce Taco Bells newest channel, the mobile-ordering app, we turned all of their social channels off. By depriving its hyper-engaged social audience we proved the fastest way to get their attention was to go dark. For 72 hours, Taco Bells Twitter, Instagram, YouTube, Facebook and Tumblr shut downeven TacoBell.com went dark. After hours of fans and press clamoring for an explanationgarnering 2B earned impressionswe made the message clear: the new way to Taco Bell is #OnlyInTheApp. It drove more than 2.5MM customers to download the app.
Brand: Taco Bell
Client: Taco Bell
Agency: DigitasLBi San Francisco
Arby's Engages Anti-Audience with "Vegetarian Support" program to Introduce Brown Sugar Bacon
Bacon is everywhere. The conversation around this meat is so oversaturated that any restaurant daring to bring attention to their unique bacon is fighting an uphill battle. But, if anyone could, it would be Arbys. To drive sales of this new candied product the team created a savvy and engaging campaign targeting Arbys anti-audience: vegetarians. Born was Arbys Vegetarian Support program, the results of which not only generated exceptional consumer engagement, but also helped evolve perceptions of the brand and ultimately, delivered Arbys the most successful product introduction of 2015.
Client: Arby's Restaurant Group, Inc.