Taco Bell Goes “Dark” On Social Media To Promote Mobile Ordering App
Fast food company's #onlyintheapp campaign pushes users to download a new way to order and pay for food from its restaurants.
Taco Bell, one of the more active brands on social media, went into shutdown mode today, sort of. In a stunt to promote a new mobile ordering and payment app, the company went dark on all its social media accounts and pointed all comers to a link to download the new app.
The stunt played out most drastically on Twitter, with Taco Bell’s account — which previously had more than 1.4 million followers — appeared to be brand new this morning. It briefly lost its verified status and at the time we posted this story it had only 1,200 followers and one tweet:
— Taco Bell (@tacobell) October 28, 2014
Presumably, Taco Bell’s full account and followers will be restored after today’s adventure.
[Update: Matt Navarra, social media director of the The Next Web, pointed out on Twitter that Taco Bell’s social media team probably did a quick user name swap to this new account, which accounts for its brief loss of the verified checkmark. Switching back should be just as easy.]
[Update 2: We’ve located the account, as our follow-up story covers.]
The company’s Facebook, Instagram and Tumblr and Snapchat accounts each carried a similar message. The message seemed to resonate especially well on Instagram where the company sent nine updates each with a piece of the full image. The cumulative total of likes on the photos was more than 31,000.
Postscript: This Is Where Taco Bell’s “Missing” Twitter Has Gone is our follow-up story that has located where the “real” Taco Bell account went.