Dive Brief:
- Taco Bell's social media accounts seemed to disappear Tuesday in a marketing stunt for its new ordering app.
- The fast-food chain, which is normally quite active on social media, blacked out its accounts on Tumblr, Twitter, Facebook, Snapchat, and Instagram.
- In place of its normal social chatter, Taco Bell delivered the same message that it was now #onlyintheapp and encourage followers to go download the app.
Mobile ordering is here. Download Now: http://t.co/TcorterNxB #OnlyInTheApp pic.twitter.com/qE2yy9swrI
— Taco Bell (@tacobell) October 28, 2014
Dive Insight:
For such an active brand like Taco Bell to shut down its social account is a big deal. Clearly, the stunt garnered some attention from followers and the media alike. And since the Internet has been calling for Taco Bell to implement an alternative ordering system to the basic drive-thru for a while, the mobile ordering app is likely a smart move.
