In partnership with Grip Limited, Taco Bell Canada’s recent #proveit campaign rewarded three lucky, passionate fans.
By sharing evidence of their enthusiasm for Doritos Cheesy Gordita Crunch (DCGC) before the product even made it to Canada, three young Canadians got exclusive access to the QSR chain’s headquarters in California (including the usually guarded test kitchen).
Taco Bell has a history of social campaigns that reward die-hard fans for their loyalty (most notable was a lifetime supply of Doritos Locos Tacos for taco-tattooed fans). “We are lucky with Taco Bell that we have got a passionate and engaged fan base and social base,” said Ben Weinberg, associate partner at Grip.
Contest winner Kayla Clark
When DCGC was first introduced in the U.S., Canadian fans were outspoken about wanting it to be available here. “We created #proveit to give them that opportunity to show how engaged and loyal they are,” said Matt Stasoff, social content strategist at Grip.
Many fans sent in screen shots of text messages from last year. Some even asked stores for security footage to prove they were ahead of the DCGC crowd.
This was solely a social media-based campaign to raise awareness of the DCGC’s arrival in Canada. The contest started at the beginning of January, and the winners took their trip from Jan. 29 to Feb. 1. Along with the #proveit hashtag, influential Snapchatter Chris Carmichael tagged along on the trip to (fleetingly) catalogue the story via seconds-long Snapchat posts. “It’s about keeping up with trends our demographic finds interesting,” said Stasoff.
