Social Media Changes Taco Bell’s Message

Taco Bell announces a new campaign that directly takes on the withdrawn lawsuit claiming that it wasn’t serving beef in its tacos.  The campaign is entitled: “Would it kill you to say your sorry?” And it’s aimed at the law firm that filed the class action suit now dropped. Taco Bell is spreading the campaign through traditional advertising and also social media outlets like Facebook and YouTube.

Is Social Media the Impetus behind such a Campaign?

Its one thing for Taco Bell to publicly defend itself against untrue allegations that go to the heart of their product.  This campaign is different because they do more than defend, they go on the attack against the law firm that filed the suit.  With passive, traditional advertising – TV commercials and print campaigns, such an approach could sound peevish and vindictive.  A powerful company using its brand might to go after a small fish – an Alabama personal injury law firm.  But social media which allows consumer to interact on the same playing field as corporations makes such a personal campaign more acceptable.  People can write on the Taco Bell Facebook wall just as they would on their friend from college.

Prediction: we will see corporations act more like people in selling their goods and services, willing to fight back and to take more risks in how and where they disseminate their messages.  Lawyers and law firms, take note!

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