When you’re about to launch a ground breaking and unique app for your business, you want to create awareness of it don’t you? A great way to do this is obviously through the power of social media, one of the most influential sources of media there is in the modern era. I mean you’d be a fool not to take advantage of the opportunity to promote something like your new app. How would anyone know about it? How would they download it? So, promotion of it is pretty crucial you’d agree. However, not if you’re Taco Bell. When Taco Bell ‘launched’, and I use that term loosely,their new mobile payment and ordering app they decided to take the unique social media strategy of not promoting the app at all, but instead shut down and black out there entire social media network.
So when users went to Taco Bell’s Facebook, Twitter and Instagram accounts, they weren’t presented with the usually creative content, but instead blacked out screens, such as the one below on their Twitter.
For me this is one of the oddest and most innovative social media strategy launches I’ve ever seen. The last thing you’d think about when launching a new app is to not promote it at all. On the contrary, you’d invest more time and money in promoting it. Maybe through promoted posts on all the main social media channels. It’s such a bold move!
However, Taco Bell is one of the most established brands in America, right up there with McDonalds and Starbucks, and with over 12 million followers across Facebook, Twitter and Instagram, this strategy isn’t as risky as you might think. When you have market clout like Taco Bell you can afford to do this, as all it takes is a small hint, like the hashtag they used ‘#OnlyInTheApp’ to your massive social media audience and the awareness is there!
You couldn’t imagine a small, lesser known fast food brand doing a similar strategy otherwise that would be social media suicide.
The strategy by Taco Bell was incredibly successful as 90% of the chains 6,000 US stores began accepting mobile orders and payments with 75% of all stores already having processed a mobile order 24 hours after the apps launch.
So overall, I feel that as far as social media strategies go, Taco Bell’s is certainly up there as one of the best and most unique I’ve ever seen. It’ll be interesting to see whether other brands do something similar in the future, I guess they might given the success Taco Bell had.
Thanks for reading, and please feel free to comment. For more social media and digital news, follow me @DigitalStuart.