Taco Bell Breakfast
Taco Bell launched breakfast. Except, Taco Bell fans are probably the least likely people on earth to get up early. So we went to the extreme to motivate them, creating our own social network by sending mobile phones to fans. Each came with challenges, content, and a literal wakeup call on launch day, just to make sure they got up on time.
We also made Instagram’s first advertising for the platform, and a bunch of 7 second videos for Vine (remember Vine?) with Zach King.