Dive Brief:

• After its social media blackout Tuesday, Taco Bell's new mobile ordering app has already broken into the top 25 app iOS apps. 
• As of Wednesday, the fast food chain app now sat at the 22nd most downloaded app from the Apple store.
• Before the stunt — which involved a "blackout" message on all social accounts that said Taco Bell was now available #onlyintheapp —the "Live Mas" app was ranked around 60 in the top downloads. 

Dive Insight: 

On the surface, the stunt seemed a ploy just to bring attention to Taco Bell. Now that the download results are in, it's clear that Taco Bell was able to draw enough attention to actually inspire app downloads. That's a hefty feat for a social media campaign, especially in just one day. Now the question is: When will Taco Bell return to social media?