Social media watch: Taco Bell tests the emoji limits

Celebrating October’s debut of the taco emoji, Taco Bell last week introduced its #TacoEmojiEngine, a catalog of 600 taco-themed GIFs, sounds and photos for social-media users who share the brand’s excitement about the new emoji.

To spur fan engagement, Taco Bell encouraged consumers to tweet at the brand with the taco emoji plus another emoji to receive a piece of content from the #TacoEmojiEngine in return.

Content solicited from the brand has so far run the gamut from taco-baby announcements



to works of culinary genius



to twists on a classic holiday treat


Social media scorecard:

Novelty: 9

The #TacoEmojiEngine is something new and unexpected, and gives social media users a different way to engage with the Taco Bell brand.

Imitate-ability: 3

The scope of the Taco Bell campaign makes it difficult to replicate, but the concept of creating targeted content using fans’ ideas is something every brand can take away from the initiative.

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