Dive summary:
- Taco Bell uses Facebook, Twitter, Pandora, BuzzFeed and Machinima to promote its new appetizers.
- Ads for the 99-cent appetizers called Loaded Grillers on Pandora encourage interaction with a thumbs up vote.
- Taco Bell is the first national advertiser to use mobile navigation app Waze.
From the article:
… This is a layered effort anchored by the brand’s new lead interactive agency Digitas through Super Bowl Sunday (Feb. 3). Via games site Machinima, four branded videos will include pre-roll alerting viewers that the content is just for them and isn’t to be shared. It also entails Facebook ads and Promoted Tweets, as well as day-parted banners across the Web, mobile and tablet properties for YouTube, Yelp and PayPal. …
