On Wednesday, Taco Bell tweeted that they were on Snapchat, and urged their Twitter followers to add them for a secret announcement. 16 Handles was the first major brand to use Snapchat back in January, however, Taco Bell is far more recognizable and may signal a larger trend of using the app.
Tressie Lieberman, director of social and digital for Taco Bell, says the brand has been “blown away” by the response it has gotten on Snapchat. Taco Bell is using the app to reintroduce the Beefy Crunch Burrito. “People are obsessed with Beefy Crunch Burrito so Snapchat seemed like the right platform to make the announcement,” she says. “Sharing that story on Snapchat is a fun way to connect with the fans that we are thrilled to have. It’s all about treating them like personal friends and not consumers.”
Why I’m Curious
What really caught my attention about this was the publicity and excitement from fans and blogs. While Taco Bell does look like a first mover using Snapchat, they didn’t do anything too groundbreaking. However, I think how they gained the momentum is what is exciting. By retweeting fan’s Snapchats and their excitement is another example of the two-way conversation between brands and consumers.