March 9th, 2012
Augmented Reality Puts Twitter on Steroids for Taco Bell
By Joan Voit
Taco Bell’s huge launch of its Doritos Locos Tacos today is using an augmented reality app and QR code to amp up the social buzz around the event. The product rollout, which partners Taco Bell’s parent Yum Brands and Doritos parent Frito-Lay, started at drive-up windows at midnight March 8. The new tacos are made in a nacho cheese Doritos shell. They are expected to be the biggest launch in Taco Bell’s 50-year history.
For several weeks Taco Bell has been relying heavily on Twitter and Facebook to generate interest in the orange-shelled tacos, including a February Tweet-Off to encourage users to retweet the product name. The launch campaign seeks to build on that base of followers. As a key digital element, the company is putting an augmented reality feature on its cups and boxes. The AR app allows people to see live tweets posted by people talking about the new tacos, says Tressie Lieberman, Taco Bell director of digital marketing. The work was handled by Draftfcb Orange County.