Not by a long shot.
Just one week after rolling out its new breakfast platform -- featuring an ad that starred a bunch of guys named Ronald McDonald who it gathered to taste and plug Taco Bell's new breakfast offerings -- Taco Bell on Thursday will post a three-minute behind-the-scenes video that shows how it filmed the spot that's since gone viral.
NEW AD: 'Ronald McDonald' hypes new Taco Bell breakfast
The video features individual interviews with the various guys named Ronald McDonald -- including one who concedes to being a funeral home director.
One of the guys named Ronald McDonald says, in the video, that life has not been simple with that name: "The first day of school is the worst. You have roll-call."
If success is measured in numbers, this ad's been a doozy. It's had nearly two million YouTube views to date, says Taco Bell spokesman Rob Poetsch. Since the ad first ran last week, Taco Bell has had more than one billion earned impressions in social media, says Poetsch. And since Taco Bell first announced it would serve breakfast, the new platform has accumulated more than 5.5 billion total earned media impressions, he says.
To create the original commercial, Poetsch says, Taco Bell retained talent agencies that specialize in non-actors (real people). It contacted more than 400 men named Ronald McDonald across the country. (Yes, there was even a female Ronnie McDonald it interviewed, but opted out.) The agencies combed through social media, including Facebook and LinkedIn to find the "stars" for the ad, he says.
That number was eventually refined to 25, who were mostly flown to two different Southern California locations where the ad was filmed. None of them were told, in advance, about the ad's story line. "We wanted their reactions to be authentic and genuine.," he says.
Where does Taco Bell go from here?
Poetsch won't be specific -- but he says a follow-up ad already i! s in the works. "We're just getting started."
No comments:
Post a Comment