How social media breathed new life into Taco Bell

Geoffrey Precourt

"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."

Tressie Lieberman

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, and a young woman who liked the brand's sauces so much that she used the packages to create her prom dress. "I only thought they did those sort of things for brands like Apple," Lieberman confessed.