In order to bring attention to its new mobile ordering app, this Taco Bell social media stunt did the unthinkable. Over the last week, Taco Bell got rid of its presence across Facebook, Twitter and Tumblr by erasing all of its posts and getting rid of millions of followers. To alert that something big was happening, Taco Bell kept Instagram, Vine and Snapchat up to alert fans that "The new way to Taco Bell isn’t on Instagram. It’s #onlyintheapp."
The blackout involved changing profile header images and avatars to black images so there wasn't a logo in sight. Although the social media stunt was definitely drastic, since the new Taco Bell Mobile Ordering app has been introduced, it's already being used at over 75% of Taco Bell stores.
What's Driving This Trend
- Social Media Blackouts
- Opportunity for brands to create buzz and generate attention by temporarily removing their presence on social media platforms.
- Mobile Ordering Apps
- Disruptive innovation opportunity for restaurants to offer convenient, app-based ordering experiences for customers.
- In-app Exclusivity
- Opportunity for brands to attract and engage customers by offering exclusive content or features within their mobile apps.
Who This Affects Most
- Fast Food
- Fast food chains can leverage social media blackouts and mobile ordering apps to enhance customer engagement and streamline the ordering process.
- Technology
- Technology companies can develop innovative mobile ordering apps and help brands optimize their app-based customer experiences.
- Marketing and Advertising
- Marketing agencies can assist brands in creating effective social media blackout campaigns and leveraging in-app exclusivity to drive customer acquisition and retention.
