The Taco Emoji Engine
— AGENCY: Deutsch // CLIENT: TACO BELL —
A fantastical, fan-fueled mash-up machine that changed the internet forever.
— Awards —
Cannes: Silver Lion, Bronze Lion
The One Show: Best in Social 2016, Gold Pencil - Consumer Branded Social Campaign
ANDY Award: Silver - Social Marketing
Los Angeles A-List - Bronze
Featured in Communication Arts: Nov/Dec 2016
In an emoji-crazed world, people noticed a huge problem: no taco emoji.
So (naturally) Taco Bell decided to do something about it.
One Change.org petition and 33,000 signatures later, the taco emoji was officially on billions of screens worldwide.
To celebrate something that huge, we created the Taco Emoji Engine:
an epic, nonstop, GIF-driven launch party built directly into Twitter.
The price of admission? Just tweet 🌮 plus any other emoji and get back one of 1,295 custom responses — instantly.
We concepted and created over 700 different gifs and secret surprises for every possible pairing.
Here are a few of my favorites:
The results:
The internet lost its collective mind.
500K tweets in the first 5 days alone and over a million by the time we shut it down.
1 person tried 373 combinations all by themself.
And in addition to generating a metric ton of impressions and driving a notable increase in online sales,
the Taco Emoji Engine picked up some press (Adweek, Creativity, TechCrunch, The New York Times) and shiny metal along the way.
