Taco Bell: Doritos Locos Taco
The Most Successful Product Launch in Fast Food History
How do you introduce a product as genius as a taco with a shell made out of Doritos? You let the product speak for itself, and you let consumers do the talking.

Rather than create a campaign that told people why the Doritos Locos Taco was awesome, we simply turned the magnifying glass on to what everyone else was saying and doing about this amazing feat of culinary innovation.

As a result, we created the most successful product launch in Taco Bell's 50 year history, smashed sales records, and created a cultural icon.
Campaign Summary
The Hometown Tweet-Off
Before the product was available, we launched the Hometown Tweet Off, which promised Doritos Locos Tacos delivered to the town who's resident got their plea retweeted the most, before anywhere else in the country.
Countdown to Launch / Midnight Premiere
In the days leading up to launch, we built anticipation with an online clock, the news media hyped its imminent arrival, and we invited facebook fans to a special midnight premiere at Taco Bell's across the country.
By the time the product hit stores, America was buzzing about the Doritos Locos Tacos. The campaign was a celebration of the buzz and excitement.
Sharing the Experience
The Wall of Fame