To promote the grand opening of its Las Vegas Strip location, Taco Bell has launched an ambitious social campaign that will culminate with a real wedding in the fast-service restaurant’s new Las Vegas flagship store.
Aiming to stage a spectacle that will drive traffic to the restaurant location, Taco Bells is asking prospective newlyweds to share their love stories on social media with the hashtag #LoveAndTacosContest. The entries will then be able to public votes, and the company will select a winning couple on March 1st for an all-expenses-paid trip to Vegas to get hitched in its restaurant. Taco Bell plans to live stream the ceremony for fans worldwide, and Taco Bell customers who voted in the contest will be invited to attend in person.
What Brands Need To Do
While this is certainly a bit on the side of “out there” as far as branded events go, this campaign is illustrative of brands’ increasing need to come up with bold and creative ways to stage live events so as to grab consumer attention in today’s fragmented media landscape. This campaign cleverly ties the event to a physical store location to drive local traffic while also incorporating live streaming to amplify the reach of the event. As live videos quickly become a crucial component of social media marketing, brand marketers need to think outside the box to come up with share-worthy events that can capture the mobile audience and get them talking.