At Deutsch I oversaw all non-traditional and digital work for the agency.
My first mission was taking Taco Bell from a TV-driven brand to one of the most famous names on the internet. We did it by jumping on emerging platforms before anyone else, turning Snapchat into a stage, Twitter into a comedy channel, and Reddit into a test kitchen. We treated the internet like a playground, and in the process helped make Taco Bell the internet’s favorite brand.
SCOPE: ADVERTISING / DIGITAL / SOCIAL / LIVE EXPERIENCES / TELEVISION
At Deutsch, coming up with Taco Bell’s annual Dollar Cravings campaign had become a bit of an internal competition.
Our take was dead simple: we hid 11 real dollar bills in 11 cities, each one worth Taco Bell for life. It cost almost nothing, lit up a gigantic audience, and became the most successful Dollar Menu campaign in the brand’s history.
Last I checked, six of those bills are still out there somewhere. Good luck.
This campaign is a perfect example of how we took advantage of emerging platforms to grow Taco Bell’s digital audience.
We made the first full-length film on Snapchat, the first geo-filters, and a Cinco de Mayo lens that broke every record in sight, and still stands today.
It was weird, it was fun, and it pulled millions of people in. It was this kind of work that turned Taco Bell into the internet’s favorite brand.