The Quesalupa. It’s Taco Bell’s first taco with cheese in the freaking shell. The only problem, it’s only available in Toledo, Ohio, our test market. And if Toledo doesn’t love it first, the rest of America will never get to try it.

We knew this product was gold and it would be tragic for the nation not to be able to experience it. So we set out to make the Quesalupa the most buzzed about food phenomenon ever.

We did this by peer pressuring our test market, Toledo, to buy it so that the rest of America could experience its glory.

We tweeted at America to pressure Toledo to try the Quesalupa with #quesalupa and had Taco Bell influencers, Daym Drops and Josh David Evans, encourage their followers to use the hashtag to their fans on YouTube. Their videos gathered nearly 300,000 views and thousands of response tweets poured in.

To make Toledo feel special for getting the Quesalupa first, we encouraged America to tweet Toledo to try the Quesalupa using #quesalupa.

Then we had Taco Bell influencers, Daym Drops and Josh David Evans, encourage their followers to use the hashtag to their fans on YouTube, and thousands of response tweets poured in.

To make sure Toledo heard America, we set up digital billboards in downtown Toledo that displayed the best tweets from around the country. And we reinforced their importance through a TV spot urging them to try the Quesalupa for America.

In just the two weeks following the advertising launch the test was highlighted in 30 local and national media print, online and broadcast stories, generating more than 190MM+ impressions. Quesalupa was one of the most buzzed about test products with more than 13,000 mentions of #quesalupa, which represented 10x overall brand conversation as compared to average test products on the day media started. Also, every state in the US tweeted their support of the product.

Quesalupa outsold Taco Bell’s formerly best-selling product, the Doritos Locos Taco, and beat sales projections by 100%.

Transactions that included the Quesalupa in Toledo increased by 120%.