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Online Trends

Published October 31st 2014

It’s Time For FourthMeal… On Your Phone

Taco Bell isn’t the first fast food brand in the world to execute a social media campaign. But its recent blackout is a unique example of combining a pro...

Taco Bell isn’t the first fast food brand in the world to execute a social media campaign. But its recent blackout is a unique example of combining a product update, customer service, and social media to create an end-to-end campaign that has our attention here at Brandwatch.

Earlier this week Taco Bell’s social channels went into “blackout” mode to promote the launch of its new mobile payment and ordering app.

The company’s Twitter, Facebook, and Tumblr pages continued to stay dark throughout the week with just a single post promoting the hashtag #onlyintheapp and a call to action for consumers to download the app.

Social and marketing media are paying close attention to the #onlyintheapp campaign.

This AdWeek article explained the blackout, mobile orders, and commentary from Chris Brandt, Taco Bell’s CMO. He explained that the brand wanted to do something different that people would notice and drive them to the new app.

A article mentioned new product rollouts from both Taco Bell and Outback Steakhouse and focused on consumers desire to incorporate more technology into their day-to-day lives. They spoke with the National Restaurant Association whose research shows that consumers from ages 45 to 64 have used technology options when it comes to food orders.

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We looked at data between October 25 and October 31, there were over 8,000 Twitter mentions of #onlyintheapp. The day that received the most mentions, nearly 5,000, was October 28, the first day of the blackout.

Throughout the week, the brand itself and its well known tagline, “Live Más,” received mentions on Twitter.

A few tweets that received the most attention included Taco Bell’s original post and YouTube star Shane Dawson’s announcement that he appeared in a video for the new app. Dan Holm, digital marketing lead for Outback also praised Taco Bell for its campaign.

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Twitter takedown


Unsurprisingly, Taco Bell was the most mentioned phrase in conversations around the blackout and mobile app – with over 8,000 mentions (typically @mentioning or hashtagging the company). Other mentions that dominated the conversation included Twitter and Mobile Ordering.

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Who wants a FourthMeal?

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What do you think of Taco Bell’s blackout? Did it make you want to download the app and order a FourthMeal?


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