How social media breathed new life into Taco Bell

This event report shows how Taco Bell, the quick-service restaurant chain, transformed its presence on social media in the US in just 18 months, and enhanced the status of its brand as a consequence.

How social media breathed new life into Taco Bell

Geoffrey PrecourtWarc

"About a year and a half ago, we were dabbling in social media," Tressie Lieberman, Taco Bell's director/digital marketing and platforms, told the Association of National Advertisers' 2013 Digital and Social Media Conference in Dana Point, California. "It was an accessory; it was not core to who we were as a business."

For a company on the verge of a digital makeover, however, Lieberman had an advantage: "a group of incredibly passionate fans whom we love and adore." There were, for example, Taco Bell customers with brand-related tattoos,...

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