Test Kitchen by Taco Bell|活动|广告营销案例【ADGuider广告指南】

Taco Bell 测试厨房

案例简介：大纲粉丝们对塔可钟的创新菜单无法满足。他们被迷住了。旅行者将在国外尝试塔可钟作为目标。测试新塔可钟产品的区域市场成为公路旅行目的地。每个粉丝都梦想尝试塔可钟实验测试厨房里厨师创造的食物。作为一个以自己的创造力为荣的品牌，也是一个相信给粉丝他们想要的东西的品牌，塔可钟需要找到一种新的方式让粉丝体验他们渴望的食物。策略我们的目标观众是塔可钟超级粉丝。他们年轻、富有创造力，处于文化的前沿。因此，他们不断地连接到他们的移动设备上，寻找新的、下一步的和任何让朋友嫉妒的独家体验。他们喜欢塔可钟，因为该品牌创新他们的菜单就像他们创新自己一样迅速和不断。通过 “测试厨房”，我们想让粉丝们独家看到品牌创新引擎的幕后，这样他们就可以继续支持塔可钟在文化上的创造力。因此，我们寻求 Twitter 和 OpenTable (每月有超过 2.4亿活跃用户) 作为关键平台，帮助他们在手机上生活。相关性粉丝们痴迷于塔可钟的食物创新，多年来一直吵着要进入他们秘密的实验厨房。通过与 OpenTable (美国领先的餐厅预订服务) 合作，我们能够将幻想变成现实,提供独家访问 Taco Bell 的测试厨房，预订 5 道菜的晚餐，充满未发行和实验项目。“塔可钟测试厨房” 的预订仅在 34 秒内就全部预订完毕，人们从全国各地赶来预订快餐晚餐。结果，塔可钟以零媒体购买赢得了超过 3.25亿次的印象。结果塔可钟以零媒体购买赢得了超过 3.25亿次印象。测试厨房的预订上线后，他们在 34 秒内就全部预订完了。作为第一家成为美国最难预订的快餐店，塔可钟实际上超越了整个 QSR (快速服务餐厅) 类别。塔可钟是第一家被允许整合到 OpenTable 预订平台的快餐 (QSR) 餐厅。人们实际上是在为快餐预订晚餐。有效地推动了塔可钟品牌的崇拜。执行塔可钟的测试厨房已经存在于他们的总部内部…… 但是我们把它变成了一家餐馆。首先，我们将 Taco Bell 命名为 it Test Kitchen，并重新想象为客人服务的空间。品牌元素包括代表塔可钟游戏性的多彩味觉，以及有意未完成的类型，象征着内部不断发展的创造力。接下来，我们必须让这家餐馆正式成立，这样人们就会知道这不是一次性的宣传噱头。因此，我们与美国领先的预订服务 OpenTable 合作，通过提供独家预订来验证 “测试厨房” 作为一家新餐厅。然后，塔可钟在推特上宣布，他们的测试厨房现在正式通过 OpenTable 预订晚餐。预订仅在 34 秒内就全部预订完毕。有幸预订的粉丝们被邀请前往塔可钟总部，享用一顿完全由未发行的实验性塔可钟食品制成的五道菜晚餐。活动描述我们把一家快餐玉米卷餐厅变成了美国最难预订的餐厅。通过向公众开放塔可钟的秘密企业测试厨房，并与 OpenTable 合作，为完全由未发行的实验性塔可钟食品制成的 5 道菜晚餐提供独家预订,我们将 “塔可钟测试厨房” 定位为一家新的、令人垂涎的餐厅，与米其林星级获奖者不相上下。因此，塔可钟超越了整个 QSR (快速服务餐厅) 类别。

Taco Bell 测试厨房

案例简介：Synopsis Fans can't get enough of Taco Bell's innovative menu. They're obsessed. Travelers make it a goal to try Taco Bell abroad. Regional markets testing new Taco Bell products become road-trip destinations. And every fan dreams of trying the food created by the chefs inside Taco Bell's experimental test kitchen. As a brand that prides itself on its creativity, and one that believes in giving fans what they want, Taco Bell needed to find a new way for fans to experience the food they covet. Strategy Our target audience was Taco Bell super fans. They are young, creative, and on the bleeding edge of culture. And as a result, they’re constantly connected to their mobile devices searching for what’s new, what’s next and any exclusive experiences to make their friends jealous. They love Taco Bell because the brand innovates their menu just as quickly and constantly as they are innovating themselves. With “Test Kitchen,” we wanted to give fans an exclusive peek behind the curtain of the brand’s innovation engine, so they can continue to champion Taco Bell’s creativity in culture. So we sought Twitter and OpenTable (with over 240 million monthly active users) as key platforms to reach them where they live – on mobile. Relevancy Fans are obsessed with Taco Bell’s food innovations, and have clamored to get inside their secret, experimental test kitchen for years. By partnering with OpenTable (the leading restaurant reservation service in America) we were able to turn fantasy into reality, offering exclusive access to Taco Bell’s test kitchen with reservations for 5-course dinners full of unreleased and experimental items. Reservations for “Test Kitchen by Taco Bell” completely booked in just 34 seconds, and people traveled from all across the country for a fast food dinner reservation. As a result, Taco Bell earned over 325 million impressions with zero media buy. Outcome Taco Bell earned over 325 million impressions with zero media buy. After reservations for Test Kitchen went live, they completely booked up in just 34 seconds. As the first fast food restaurant to become one of the hardest reservations to get in America, Taco Bell effectively transcended the entire QSR (quick service restaurant) category. Taco Bell was the first fast-food (QSR) restaurant ever to be allowed to integrate into OpenTable’s reservation platform. People were actually making dinner reservations for fast food. Effectively fueled the cult of the Taco Bell Brand. Execution Taco Bell’s test kitchen already existed inside their headquarters… but we turned it into a restaurant. First, we branded it Test Kitchen by Taco Bell and re-imagined the space to service guests. The branding elements included a colorful palate indicative of Taco Bell’s playfulness, and intentionally unfinished type symbolizing the ever-evolving creativity happening inside. Next, we had to make this restaurant official so people would know this wasn’t some one-time publicity stunt. So, we partnered with OpenTable, the leading reservation service in America, to validate “Test Kitchen” as a new restaurant by offering exclusive reservations. Then, Taco Bell announced on Twitter that their Test Kitchen was now officially taking dinner reservations via OpenTable. Reservations completely booked in just 34 seconds. Fans lucky enough to get a reservation were invited to travel to Taco Bell headquarters for a five-course dinner made entirely of unreleased, experimental Taco Bell food. CampaignDescription We turned a fast-food taco restaurant into the hardest reservations to get in America. By opening Taco Bell’s secret corporate test kitchen to the public, and partnering with OpenTable to offer exclusive reservations for a 5-course dinner made entirely of unreleased and experimental Taco Bell food, we positioned “Test Kitchen by Taco Bell” as a new, coveted restaurant on par with the likes of Michelin-star winners. As a result, Taco Bell transcended the entire QSR (Quick Service Restaurant) category.