Have YOU had the Cool Ranch Doritos Locos taco yet? I can’t say that I was waiting anxiously outside of my local Taco Bell on March 7th when this new wonder debuted, but millions of taco fans could barely contain their excitement. Not convinced? Follow Taco Bell on Twitter or Facebook and you’ll experience the overwhelming response. On March 4th Taco Bell announced via social media that fans could get the new Cool Ranch DLT (Doritos Locos Taco) a day early and the response was a mix of joy and outrage. Many fans hopped on the chance to indulge while others were shocked to discover that their local chain had not gotten the memo.
It seems that Taco Bell knows exactly what their fans want and have aimed to deliver. In fact, the franchise has focused their advertising for the new DLT on their fans. Working their fan base, the earliest announcements of the new taco came in the form of teasers, meant to fuel the DLT craze and build anticipation.
Next came a series of ads featuring tweets from fans about the new taco sensation. Since the rise of social media, companies have been able to receive more direct feedback from their fans and have taken advantage of this in their ads. Through these ads Taco Bell is not only able to highlight fan comments, but also feature these fans in the ad, emphasizing their delight in finally having the Cool Ranch DLT.
Starting to sound familiar? You might be thinking back to the iPhone 5 and Apple’s promise to finally deliver all of the features that fans have been anxiously awaiting. So is this new, fan-based advertising genius or overdone? That’s up for us as consumers to decide. After all, gone are the days of simply consuming advertising. Today, we can all be a part of the magic behind the ads.