Updated: Apr 4, 2020
Blog Author: Sarah McKeveny
Taco Bell’s Cinco de Mayo Snapchat Lens
Snapchat’s popularity has skyrocketed over the past few years, reaching over 150 million active users. This has turned the app into a hub of marketing opportunities.
Taking advantage of Snapchat’s young demographic (60% of users are aged 12-24), Taco Bell released a genius Cinco De Mayo advertising campaign using a sponsored Snapchat lens that turns the user’s face into a giant taco. The hilarious lens was viewed 224 million times in the one day that it was available. Logistically, this makes it the most successful campaign in the app’s history.
The Power of Social Media
The success of this campaign can be attributed to the outreach power of social media. The Taco Bell marketing team was extremely smart for choosing Snapchat as the app for their Cinco de Mayo campaign because of the young audience who would be most likely to use to the Taco Bell lens. The outreach achieved by this campaign could not be done without social media. Social media such as Snapchat has become a major player in marketing because of the successes achieved by companies such as Taco Bell.
Could this happen on another platform?
Snapchat played an enormous role in Taco Bell’s Cinco de Mayo campaign success. It leads to the question, could this have been achieved on another app? Probably, yes.
There are various social media platforms that could assist Taco Bell in a similar campaign in different ways. For example, the hilarious appearance of the taco lens could have thrived on Instagram, since the stories also feature sponsored filters. Also, the humor of this campaign could be successful on Twitter, since many companies with similar audiences, such as Wendy’s, have utilized Twitter to share their humor. Taco Bell could expand this campaign to Twitter and appeal to their followers there with a similar humorous approach and receive as much as a positive reaction as they did on Snapchat.