To celebrate the launch of the new Steak Doubledilla, Taco Bell Canada teamed up with Airbnb to offer fans a SteakCation: the once-in-a-lifetime opportunity to sleep over at a real Taco Bell. What may seem like a strange vacation destination for some was a dream come true for others. Taco Bell Canada has a passionate fan base who crave new experiences and are all about having fun. For them, the SteakCation was a chance for a weird and wonderful night, and an epic story that they could re-tell for years. And for Taco Bell Canada, it was an opportunity for breakthrough creative to promote the new Steak Doubledilla.

To celebrate the launch of the new Steak Doubledilla, Taco Bell Canada teamed up with Airbnb to offer fans a SteakCation: the once-in-a-lifetime opportunity to sleep over at a real Taco Bell. We teased our fans with posts alluding to the promotion. And as soon as we unveiled the actual Airbnb listing, thousands of entries poured in. Ultimately, four friends were selected and checked in to the Taco Bell Airbnb. The restaurant was outfitted with all the comforts of home, plus some custom Taco Bell amenities — a branded nightlight, a “Doubledilla Dreamin’” sleep mask, soap in the shape of cheese, and more. They even had their own personal Taco Bell Hop to cater to their every whim. The evening featured a 90-minute Facebook live stream so that fans across Canada could get a glimpse of the Taco Bell Airbnb, and of course, a recap video released afterwards.

The SteakCation was an overwhelming success and Taco Bell’s most successful product launch of the year. News media ate it up with coverage on radio, print, online and TV. In total, the SteakCation netted Taco Bell over 400 million free media impressions. And importantly, virtually all the news coverage mentioned the Steak Doubledilla as the hero reason behind the stunt, giving it a massive boost in awareness. And at the register, the SteakCation blew away sales estimates, leading to a 15.8% increase in revenue.