Ahead of Taco Bell and Cheez-It’s launch of the Big Cheez-It Crunchwrap Supreme, we drove an innovative social stunt to support the newest limited time offer. Led by our full-service marketing team Laundry Service, and full-service creator marketing team Cycle, the mission was to orchestrate an Early Access moment for the long awaited collaboration that would captivate the internet, prior to national release.
Working closely with Taco Bell, LS/C conceptualized “Big CrAIvings” – a social creative that ultimately drove impact across the brand’s owned Instagram and was complemented by an organic Creator campaign, all culminating in an IRL launch event in Downtown Los Angeles.
To start, we began by archiving over 2K+ of Taco Bell’s owned Instagram posts to pave the way for a social phenomenon: AI’s first culinary crAIving of the Big Cheez-It Crunchwrap Supreme, because with an innovation this big, of course AI wants in. Over a three day social roll out – we ignited a dramatic shift as Taco Bell’s Instagram feed abruptly went dark, sparking concern among its loyal audience.
To signal AI’s craving, a series of images emerged at hourly intervals to reflect AI’s gastronomic desires. To breathe life into AI’s cravings, we enlisted the talented artist duo, Pax & Q, to capture each craving through 3D art with each unveiling fueling hype, as consumers worked to unravel the mystery.
As the online community engaged with theories and excitement surrounding the change, LS/C strategically deployed breaking news creators simultaneously to spark a social narrative intensifying speculation around Taco Bell’s socials. Each creator covered the development and phases of the takeover to amplify the big moment (here, here, and here).
On the last day, Taco Bell’s Instagram feed resumed normalcy, punctuated by a resolution post that LS/C creatively produced to signal humans were back in control and heroing Early Access to the new menu items via the Taco Bell app.
By creating an owned social moment this big and leveraging creators to evoke a sense of conspiracy – we successfully generated momentum for Taco Bell’s Early Access of the menu items, setting the stage for a successful launch and sustained engagement. Social hype finally culminated into a tech-forward social event, produced by Wasserman Experiential, inviting creators, media, and brand friendlies to officially kick-off Early Access and share in the Big Cheez-It Crunchwrap excitement.
If you would like to find out more about the work our Laundry Service/Cycle team delivers, head over to https://247laundryservice.com/ or https://cycle.media/. Alternatively, you can reach out to us at info@teamwass.com.
