Best Use of Social Media for Food & Beverage

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6th Annual Shorty Industry Awards Finalist

Beefy Crunch Burrito

Produced by:

DigitasLBi

Date submitted:

Feb. 18, 2014

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Team members: Paul Bjork - VP/Director, Creative, Brad Meyers - VP/Director, Creative, Shawn Raissi - Art Director, Jason Moy - Copywriter, Heidi Keel - VP/Director, Creative Strategy, Ashley Heltne - Account Director, Lauren Reibel - Project Management, Natalie Lennox - Media Planner, Gwen Barker - Executive Producer, Foundation - Production Company

About this entry

The Beefy Crunch Burrito isn't like any other menu item at Taco Bell. it has it's own devoted following of fans who are so obsessed, they've created social movements to keep it in market. So when we finally brought the burrito back, we didn't want fans to thank us, we wanted them to thank the obsessed...

The case for why this entry should win a Shorty

The Beefy Crunch Burrito is Taco Bell's most popular limited-time menu item. And people are totally obsessed with it. They've tirelessly blogged, tweeted, posted and even protested to get the burrito back on the menu. So when Taco Bell brought it back for a limited time, we didn't want fans to thank us, we wanted them to thank the obsessed. We turned the spotlight on our passionate fans like never before. First, we sparked the obsession by becoming the first major brand to leverage Snapchat and created the world's first limited-time announcement for this limited time product. Then, we turned to Twitter to ask fans how far they'd go to prove their obsession to grab a BCB before anyone else. Many responded. But two caught our eye. And we did something they never expected: we called their bluff. We used the resulting videos to amplify the obsession and spread the love for the BCB across the entire Internet.

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