We released 1,000 Breakfast Phones to our loudest fans and influencers.

With each call from our Breakfast Phones, fans got a new mission and a new reason to fill Twitter and Instagram with their love for Taco Bell Breakfast.

Each call was a chance to win one of the 10 epic prizes we created exclusively for them. Or even to win free Taco Bell for an entire year.

In the end, 1,000 out-of-date, obsolete cell phones had the entire Internet drooling for Waffle Tacos, AM Crunchwraps and Cinnabon Delights.

We earned 3 Billion impressions in a single week without the aid of paid media.

Breakfast phone missions alone generated 178M+ social Impressions

Massive audience growth (estimated +150K new members)

- Tumblr: 26.5K new followers

- Twitter: 66K new followers

- Instagram: 43K new followers

- Facebook: 15K new fans

- YouTube: 9K new subscribers