Taco Bell excels at more than providing cheap mexican food to tired college students at 1 a.m. Their PR department has also, in my opinion, been one of the best at managing their online reputation, especially among their target audience of twenty-somethings. As far back as I can remember, Taco Bell’s dominance of social media, more specifically, Twitter, came with the release of their breakfast menu a little less than a year ago.
The social media campaign that launched was everywhere. Various young celebrities were tweeting about getting “sneak peaks” at the new menu items, and Taco Bell kept very busy interacting with their online community. Outside of twitter, ad campaigns featuring “Ronald McDonald” praising their new breakfast became advertising equivalent of a sarcastic, witty teenager. I even remember their advertising campaign reaching as far as to inviting hundreds of youtube celebrities such as Epic Meal Time and Node to come to their LA headquarters, eat their new items, play Playstation 4 games, and film the entire experience to upload to their channel later.
This is only a small peak into what Taco Bell has been doing since, but their presence and interaction with customers on media outlets, even in the wake of them admitting they use less than quality beef products, proved to be one of the most successful advertising and public relations campaigns that I have ever seen.