May 2015 things got hotter at Taco Bell Canada. The Fiery DLT, the rebel of the DLT family, had finally migrated to Canada. For its arrival, Taco Bell and its fans embraced their spicier side. The naughtier, more devilish part of ourselves that always trying to get out.

We immortalized this side of fans, social influencers and the Fiery DLT through parodying the iconic fireman calendar (in both print and digital) with a world-renowned photographer for a once in a lifetime experience. This campaign gave our biggest fans insta-celebrity all tied to the DLT.

We rounded out the DLT trio by letting our fans show off, talk about and share that things are better when they’re a bit hotter.

Continuing a focus on being a fan first brand from social listening to making fans our stars, Taco Bell Canada launched the Fiery DLT by bringing dedicated taco lovers and influencers together for a unique brand experience, featuring them in a limited edition printed firefighter calendar. The calendar, shot by Toronto-based photographer Matt Barnes, also featured a digital micro-site, with exclusive behind-the-scenes footage and interviews. Additionally those interested in the shoot were directed to Snapchat on the day of to view exclusive content.

Results:

+7.8% SSSG

Sales Mix TBD – Hoping client will send through tomorrow.

SSSG momentum was definitely continued.

SSTG remained flat.

Twitter:

239 mentions

5.9 million impressions

Facebook:

Highest User Engagement on Facebook of any TB campaign in 2015.

5,885,747 impressions on Facebook

11.5% Engagement Rate

3,488 comments on Facebook

58% positive commets

Microsite:

3,115 unique visitors to microsite

Average Page Views: 5.9

Snapchat Views:

57,624 total views