We created a campaign that was honest, self-deprecating and blatant in its intention to advertise. Introducing Taco Bell’s Super Delicious Ingredient Force. Ten ingredient-based super heroes who blatantly shill for Taco Bell. The Super Delicious Ingredient Force is a non-traditional social media platform that allows the unique Taco Bell ingredients to speak for themselves via webisodes, Facebook, Twitter, Flickr and more.

We created a campaign that was honest, self-deprecating and blatant in its intention to advertise. Introducing Taco Bell’s Super Delicious Ingredient Force. Ten ingredient-based super heroes who blatantly shill for Taco Bell. The Force was launched via webisodes on Taco Bell’s YouTube page. From there they infiltrated every corner of the social media world in a way that no other brand has. In fact, each member of the Force had their own Facebook page where they chatted live with fans and directed them to other social media channels to continue the conversation. Such as Twitter, where Commander Seasoned Beef sent daily tweets. And Flickr, where Incredibean posted vacation photos. The Super Delicious Ingredient Force offered a seemingly endless social media experience, taking Taco Bell’s brand engagement to a place it’s never been.

Just days after launch, hundreds of thousands of fans began proclaiming their love for the Force. Industry blogs and pop culture related sites also followed suit. And in just six months, brand engagement jumped where we saw the time people spent engaging with Taco Bell online went from 2,000 hours to 77,000. The Force had grown consumer brand engagement by a whopping 37 times, making the Super Delicious Ingredient Force far and above Taco Bell’s greatest social media success. In addition, an unintended expression of engagement came from a dramatic jump of Taco Bell’s Facebook fans from 900,000 to 4.6 million.