Digitas San Francisco asked us to come up with an eye-catching way to launch a YouTube series for Taco Bell. We realized that millennials are becoming jaded to social media and taking sabbaticals from the internet. This cultural phenomenon was taking off, and we wanted to tap into it. Our solution? Go Dark. We wanted our fans to ‘Log Off and Live Mas’ for a few days.
Digitas liked our idea so much, they used it to launch the Taco Bell ordering app. Fans loved it as well, Taco Bell’s app had nearly 1.5 million downloads after the first month.
Featured in: ABC News, Mashable, E!, Adweek, The Verge, Fast Company, Time, CNBC, Eater, USA Today, Business Insider, The Daily Beast.
Awards: Silver Cannes Lion: Media, Bronze Cannes Lion: Cyber, Silver CLIO Awards: Innovative, Gold IAB MIXX Awards: Product Launch, Merit Award The One Club, 2015 Winner OMMA Awards: Social