Taco Bell Case study Tacobot [video] by Deutsch Los Angeles

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Tacobot [video]

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Industry Fast food
Media Case study
Market United States
Agency Deutsch Los Angeles
Chief Creative Officer Pete Favat
Executive Creative Director Tom Pettus
Art Director Eugene Chang
Copywriter Kurt Gassman, Ben Majoy
Released March 2016

Awards

Cannes Lions 2016
Cyber Social: Social Business Bronze Lion

Credits & Description

Agency: Deutsch La
Brand: Taco Bell
Country: USA
Advertising Agency: Deutsch La
Entrant Company: Deutsch La
Media Agency: Deutsch La
Pr Agency: Deutsch La
Production Company: Deutsch La
Additional Company: Taco Bell, Irvine
Copywriter: Kurt Gassman (Deutsch)
Chief Creative Officer, North America: Pete Favat (Deutsch)
Manager, Digital Innovation & On Demand: Andy Mccraw (Taco Bell)
Copywriter: Ben Majoy (Deutsch)
Creative Technology Director: Martin Legowiecki (Deutsch)
Q.A. Engineer: Justin Lundy (Deutsch)
Associate Technology Director: Tatiana Campbell (Deutsch)
Senior Digital Strategist: Amelia Hall (Deutsch)
Account Director: Fernando Barretto (Deutsch)
Group Creative Director: Tom Pettus (Deutsch)
Chief Digital Officer: Pam Scheideler (Deutsch)
Sr. Producer: Lauren Brown (Deutsch)
Chief Digital Officer, North America: Winston Binch (Deutsch)
Software Engineer: Greg Parsons (Deutsch)
Associate Technology Director: Mark Richter (Deutsch)
Pr Manager: Matt Prince (Taco Bell)
Sr. Pr Manager: Mikaela Liboro (Deutsch)
Associate Technology Director: Mike Dyer (Deutsch)
Senior Manager, Social Strategy At Taco Bell: Ryan Rimsnider (Taco Bell)
Art Director: Eugene Chang
Copywriter: Ben Majoy / Kurt Gassman
Chief Creative Officer: Pete Favat
Agency Producer: Lauren Brown
Chief Digital Officer: Winston Binch / Pam Scheideler
Content Strategist: Amelia Hall
Creative Technologist: Martin Legowiecki / Greg Parsons / Mark Richter / Mike Dyer / Tatiana Campbell / Justin Lundy
Executive Creative Director: Tom Pettus
Campaign Description:
Introducing TacoBot, a totally new and completely intelligent way to order food together on Slack. We created TacoBot with an artificial intelligence engine, so it can talk to everyone in a group at the same time and understand natural language like a real human. TacoBot introduced a new kind of social ordering, and it did so in true Taco Bell fashion, with clever, culturally relevant replies. For example, tell TacoBot you’re drunk and, like a good friend, it’ll add a cup of water to your order. Ask it about dating on Tinder, and you’ll get a quick, quirky reply.In the end, TacoBot e-commercized the top coworking platform on the planet and, by doing so, invented an entirely new way for people to order food together.
Strategy:
One of Taco Bell’s missions is to be available anywhere, anytime, to help foster social food experiences. In short, we want people to enjoy our food together. Slack got our attention because it’s one of the fastest-growing communication platforms of all time. Teams spend 10 hours a day connected to the platform, on average. Slack was not only quickly becoming a new way to work, but also a new way to engage socially.We thought, what if we could invent a new way to order together on the platform that makes everything easier for teams? By introducing e-commerce on Slack, we created an opportunity for Taco Bell to invent a whole new kind of social ordering and to create an innovation halo for the brand.
Outcome:
Taco Bell became the first food brand on Slack to offer food ordering directly on the platform, achieving one of its main business goals. The idea was a “small bet” investment of $40,000. Its debut generated over one billion earned media impressions, with an estimated ad value of over $10 million.There was a tremendous response from press and social media. The DRUM! said, “It’s certainly the future of food ordering for businesses…” Wired asked if “The future of work is… ordering Taco Bell through Slack?” The Verge compared Taco Bell to tech giants like Facebook, Microsoft, and Amazon and said “… TacoBot is getting in on the ground floor.” This helped position Taco Bell as a technology leader and extended its mission to foster new kinds of social food experiences.Taco Bell invited interested teams to join the waitlist to get their hands on TacoBot. Over 1,200 teams joined.
Synopsis:
Taco Bell has always believed its food is best enjoyed with the people. More people eat at its restaurants with friends than any other quick service restaurant. The brand is social by nature. And Taco Bell has been an early adopter on social platforms like Twitter and Snapchat.Now the brand was looking to innovate new ways to engage with fans and bring Taco Bell to new places – to foster new kinds of social food experiences. With the rapid rise of Slack in 2015 – a platform that lets people communicate and collaborate smarter – Taco Bell saw a unique opportunity to invent a whole new kind of social ordering experience.
Execution:
The TacoBot is a Slack bot that lets you order food directly on the platform. It was built with an artificial intelligence engine and a nerdy, pop-cultural personality. It understands natural language and interacts like a real live human. No need to act like a machine to talk to one. Users can quickly customize and place their orders by simply chatting with the TacoBot. For example, “One soft taco with extra cheese, bacon, and no lettuce” will add it to cart. When done, “checkout” will finalize the order and handle payment right on Slack. TacoBot also coordinates group orders between friends on Slack. Users can simply ask “who is in for lunch?” and tag their friends. The bot will make sure everyone gets invited and will place their orders. On April 5, 2016, TacoBot launched as a private beta program with exclusive partners: Giphy, SAV Studios, Fullscreen, FoodBeast, and Thought