Taco Bell's three previous Doritos Locos Tacos launches were met with excitement and lots of social chatter. As they approached their fourth DLT, the internet was uncharacteristically quiet. Our objective was to get everyone talking again and make the new DLT feel huge. The thing is, our millennial target had migrated to new platforms and we had to figure out how to speak to them in whole new way.
At the time, no brand had truly used Snapchat in a successful branded way. So we decide to do something bold, to create Snapchat's first "LIVE Short Film" on the new app feature STORIES.
To add to the pressure, we positioned our film with the MTV Movie Awards event and create pieces of content that tie to the live event.
Engagement went through the roof and we got over 100,000 organic followers in one day.