Taco Bell brings viral marketing to the real world

Taco Bell has brought its own version of Willy Wonka’s golden tickets to life.

In a real-life viral effort to promote the 11 items on its new Dollar Cravings Menu, the fast food giant has noted down the serial numbers of and then released 11-dollar bills across the country—which if found, guarantee its finder a lifetime of food from Taco Bell.

The campaign, in partnership with agency Deutsch, kicked off in Los Angeles today, and will have a new “everlasting dollar” and associated serial number being announced in a new city everyday for the next 11 days.

“Social doesn’t just thrive online, we wanted to create a buzz offline too,” said Nick Tran, the digital marketing and social media lead at Taco Bell. “We always strive to do things different from the expected.”

Taco Bell will announce the city and winning serial number by releasing a video every day on its webpage.  The videos will also be released on other social media channels including Twitter, Facebook, Snapchat, Vine and YouTube—which the brand will monitor for social engagement. The videos feature Harley Morenstein from Epic Meal Time, a Canadian cooking show on YouTube that features extremely high-calorie meals.

Taco Bell quotes the estimated odds of winning to be 1:2,400,000,000 in its rules section.

Taco Bell is no stranger to pulling out all the stops in its attempts to reach its elusive young demographic. It was an early adopter of Snapchat, created the “fourth meal” ad campaign and has developed a multifaceted digital content strategy.



More in Marketing

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.