October 30, 2014
By: Kelly Hayes @kmshayes
If you haven’t heard already, Taco Bell is on a blackout. Yes, a blackout. If you try to check any of their social media pages you’ll get this:
Now I’m sure you’re wondering why Taco Bell, one of the best brands on social, would purge their followers. The answer: a genius ploy to promote their new app.
Is it genius?
Taco Bell has always been one of the funniest brands to follow on social media, especially Twitter and Snapchat. While they may have just purged all of their following this past week, people are still going back to follow. The reason: it’s Taco Bell.
Now many are excited because now you can order Taco Bell from your phone! Instead of going through the drive through and waiting, you can order anything on the menu from your phone. Saving you time, and getting you to your tacos faster. While purging all of these followers is just a marketing trick to get you to download the app, because it’s #OnlyInTheApp, it’s working.
Looking at this from a PR standpoint, this could be considered a genius ploy to get people to download their app and ‘create buzz’. Because let’s face it, apps are starting to become annoying space hogs on our phone – especially if you have an iPhone and need to download an update. However, Taco Bell might have just figured out their way around it by making it so they aren’t available on social media anymore. Just look at their Tumblr page:
While this may be making headlines for the brand there are some downsides to the blackout.
Blackout = no engagement
Taco Bell is one of those brands on Twitter that is constantly engaging with their customers, but with this blackout that engagement is no more. While many brands would kill to have an engagement level like Taco Bell’s, they just threw it away for an app. Because again, everything is #OnlyInTheApp.
However, is this app really worth it? Is this actual genius or did they just lose a big fan base all for an app? The answer: I’m not sure. If you look at this in the long run, Taco Bell will eventually have to go back online and try to gain all of their followers back. It could take them a pretty long time to regain their 1.4 million Twitter followers, but maybe the brand will bring their social media back with a story line. Who knows? It’s #OnlyInTheApp.