#TacoEmojiEngine

Taco Bell is known for its creative use of social media. One look at the company’s Twitter page and you will see why it is so popular among millennials; the company uses both sarcasm and humor and engages with all of its followers. The content the company creates is both original and grabs the attention of anyone scrolling through their feed.

Recently Taco Bell has been placing some pressure on the company that creates emojis to make a long awaited taco emoji. When this finally happened, the company raced to its Twitter page to create the #TacoEmojiEngine. When someone tweets at Taco Bell with the taco emoji + whatever emoji they so desire, Taco Bell generates a graphic or photo incorporating the taco with the emoji the user has chosen. For example, if someone were to tweet a taco emoji + a smiling face with sunglasses, Taco Bell’s twitter account would reply with a graphic of a taco wearing black shades.

This campaign is effective and innovative because it utilizes direct interaction with the user. It feels personalized to the user as they get to dictate what Taco Bell will reply with, and it makes the user feel important and valued as a follower. This campaign also further perpetuates Taco Bell’s status on social media and helps maintain relevancy among millennials. This feature on social media may not be necessarily be selling or promoting a new menu item, but it is a great way of marketing the brand and placing Taco Bell’s name on Twitter feeds across the world.