Taco Bell
Role: Creative Director
Agency: Edelman / UEG
Experiential Activation
Creating the Taco Bell Hotel & Resort
Recognitions: ADC One Club, D&D, Webby, Shorty, AdWeek Experiential, PRWeek Global
Taco Bell Hotel. You serious?
That was the question on everyone’s mind when we launched. For Taco Bell lovers, each trip to the drive-through is a pilgrimage, so we built them a holy grail.
Bigger than anything they had done to date, The Taco Bell Hotel was a widely shareable, one-of-a-kind experience that no fan saw coming. The hotel was a rite of passage for the Taco Bell devotees around the globe. Guests were instantly immersed and delighted by the crave-worthy design and décor they inspired.
Within 24 hours of announcing, we received over 1.1 billion media impressions, including mentions on Ellen and Jimmy Fallon. The day reservations opened up, they sold out in under 2 minutes.
Cooked Up by the Fans
The fervor of Taco Bell Fandom is almost unmatchable. We would have been remiss to build a our Tacoasis without consulting them. We used social media to ask fans to imagine the possibilities and delivered it directly to them. The lineup included food tastings (announced, of course, by gong), synchronized swimmers in hot-sauce themed swimsuits, menu-inspired spa services (Live Más Manicure, anyone?) poolside concert by Fletcher, a “freeze” lounge, a slew of Baja Blast variations and more selfie stations than anyone could possibly count.
Fast Food Making Fast News
Within 24 hours of announcing, we received over 1.1 billion media impressions, including mentions across every major talkshow, including a sketch on Ellen. The day reservations opened up, they sold out in under 2 minutes. More importantly, we made a big impression with the fans who came. Deepening their relationship to a brand they thought they couldn’t love more.
