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Test Kitchen by Taco Bell

基本信息
行业: 餐饮业
媒体:推广与活动
投放:美国
风格: Minimalism
说明cnen
Synopsis
Fans can't get enough of Taco Bell's innovative menu. They're obsessed. Travelers make it a goal to try Taco Bell abroad. Regional markets testing new Taco Bell products become road-trip destinations. And every fan dreams of trying the food created by the chefs inside Taco Bell's experimental test kitchen. As a brand that prides itself on its creativity, and one that believes in giving fans what they want, Taco Bell needed to find a new way for fans to experience the food they covet.
Strategy
Our target audience was Taco Bell super fans. They are young, creative, and on the bleeding edge of culture. And as a result, they’re constantly connected to their mobile devices searching for what’s new, what’s next and any exclusive experiences to make their friends jealous. They love Taco Bell because the brand innovates their menu just as quickly and constantly as they are innovating themselves. With “Test Kitchen,” we wanted to give fans an exclusive peek behind the curtain of the brand’s innovation engine, so they can continue to champion Taco Bell’s creativity in culture. So we sought Twitter and OpenTable (with over 240 million monthly active users) as key platforms to reach them where they live – on mobile.
Relevancy
Fans are obsessed with Taco Bell’s food innovations, and have clamored to get inside their secret, experimental test kitchen for years. By partnering with OpenTable (the leading restaurant reservation service in America) we were able to turn fantasy into reality, offering exclusive access to Taco Bell’s test kitchen with reservations for 5-course dinners full of unreleased and experimental items. Reservations for “Test Kitchen by Taco Bell” completely booked in just 34 seconds, and people traveled from all across the country for a fast food dinner reservation. As a result, Taco Bell earned over 325 million impressions with zero media buy.
Outcome
Taco Bell earned over 325 million impressions with zero media buy. After reservations for Test Kitchen went live, they completely booked up in just 34 seconds. As the first fast food restaurant to become one of the hardest reservations to get in America, Taco Bell effectively transcended the entire QSR (quick service restaurant) category. Taco Bell was the first fast-food (QSR) restaurant ever to be allowed to integrate into OpenTable’s reservation platform. People were actually making dinner reservations for fast food. Effectively fueled the cult of the Taco Bell Brand.
Execution
Taco Bell’s test kitchen already existed inside their headquarters… but we turned it into a restaurant. First, we branded it Test Kitchen by Taco Bell and re-imagined the space to service guests. The branding elements included a colorful palate indicative of Taco Bell’s playfulness, and intentionally unfinished type symbolizing the ever-evolving creativity happening inside. Next, we had to make this restaurant official so people would know this wasn’t some one-time publicity stunt. So, we partnered with OpenTable, the leading reservation service in America, to validate “Test Kitchen” as a new restaurant by offering exclusive reservations. Then, Taco Bell announced on Twitter that their Test Kitchen was now officially taking dinner reservations via OpenTable. Reservations completely booked in just 34 seconds. Fans lucky enough to get a reservation were invited to travel to Taco Bell headquarters for a five-course dinner made entirely of unreleased, experimental Taco Bell food.
CampaignDescription
We turned a fast-food taco restaurant into the hardest reservations to get in America. By opening Taco Bell’s secret corporate test kitchen to the public, and partnering with OpenTable to offer exclusive reservations for a 5-course dinner made entirely of unreleased and experimental Taco Bell food, we positioned “Test Kitchen by Taco Bell” as a new, coveted restaurant on par with the likes of Michelin-star winners. As a result, Taco Bell transcended the entire QSR (Quick Service Restaurant) category.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 品牌体验与激活
Brand-owned Experiences
The One Show 2018
铜铅笔 公关
Events & Experiential
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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