To launch Taco Bell’s the new mobile ordering app, we shut down every other place Taco Bell’s fans’ could engage with the brand for 72 hours…on TV, at the drive through, and most importantly to our target audience, on social channels.

We unfollowed 1.54 million fans on Twitter, blacked out 924 Facebook posts, and deleted our entire YouTube Channel. By going dark on every social platform, we got people talking about the one place Taco Bell was available: only in the app. 

Drive-thru
Store signage