Residents of the little town of Bethel, Alaska were the victims of an elaborate hoax last month when someone (the culprit is still at large) posted fake fliers around town announcing that a Taco Bell would be opening. When it turned out that a Taco Bell wasn’t actually opening in the small Alaskan town, residents were understandably disappointed (I mean, who doesn’t love tacos?!).
Taco Bell jumped at the opportunity for a bit of positive publicity and, on July 1, airlifted a taco truck into Bethel, packed with over 10,000 Doritos Locos Tacos, and created a viral video in the process. The video, which hit YouTube on Monday and has been viewed just over 30,000 times so far, explains what went down in Bethel and shows the Taco truck being airlifted into Bethel via helicopter while residents, and even the Mayor, spout awesome pro-Taco Bell one-liners like “It’s about time someone delivered some great news!”
I’m always excited to see brands turn unplanned publicity into great opportunities. In another example, last month we shared the story of Tide creating an “awesome new Web video” in response to a joke in The Onion.
While the Taco Bell video, ‘Discovering Bethel, Alaska,’ may come across a little cheesy with all the cheering and excitement from Bethel residents, you can’t deny that the whole thing is pretty awesome—I mean, come on, they dropped a freakin’ taco truck from the sky! And I don’t think I’m the only one who’s now considering grabbing a couple of Doritos Locos Tacos for lunch.
What do you think of the campaign? We’d love to hear your thoughts in the comments below.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.