Taco Bell - Using Social Media to Target Millennials

In October 2014, Taco Bell Corp. (TACO) completely ‘blacked out’ its website and all of its various social media channels that included Twitter, Facebook, YouTube, Instagram, Google+, and Tumblr and posted a black and white message that read, "Taco Bell isn’t on Twitter (or the name of the particular social media website)...It's #OnlyInTheApp." This was the strategy the company used to launch its updated mobile ordering app. The message on the social media sites was accompanied by a link to a page that offered a video of how the app worked and links to download it....