Brands have long underutilized Twitter, using it as a glorified press release platform, but some are finally getting how to leverage the Twittersphere.
In the past, social media marketing frequently looked like this:
Thankfully, branded tweets increasingly focus on creating a conversation, rather than a linear narrative. Instead of pushing a product line, brands are now wise enough to introduce a topic that consumers might want to discuss. Take this Mcdonald’s tweet for example:
Other brands have recently found success by tapping into events that are culturally relevant. During the Super Bowl black out, Oreo set the marketing world ablaze with a rapidly produced ad that reminded viewers that they can “still dunk in the dark.”
But few brands are as successful at social media as Taco Bell. The fast food chain proves it knows how to tell a good, interactive story that uses social media to the fullest.
Taco Bell recently announced its new Cool Ranch Doritos Locos Taco, a follow-up to its most successful product ever. Rather than typing up a tweet saying, “Hey, please come buy our Taco on March 7th. Our bonuses depend on it.” Taco Bell produced it’s first Vine video for the announcement. Taco Bell then re-tweeted people’s comments about the launch. Taco Bell started conversations with a few, asking them if they wanted to try a Cool Ranch Taco.
Not stopping there, Taco Bell decided to capitalize on Valentine’s Day. They sent, Elijah Daniel (@aguywithnolife), an influential social media user, to a flower shop in New York City, where he found more than a nice bouquet. After giving a secret password to the clerk, he was handed a Cool Ranch Taco. Elijah tweeted the secret password and location of the flower shop to his followers. Droves of people appeared soon after, ready for some taco goodness.
Other brands should take note, because this is how you do a successful product launch via social media.
rAdvertising 