Marketing Currents - Business and Marketing Current Events

Taco Bell takes ownership of taco emoji in global Taco Day stunt

Looking to make Taco Bell synonymous with tacos across the globe, the fast food giant today kicked off two new major marketing initiatives. The first aims to grow global awareness by taking ownership of the taco emoji that lives on all of our phones. The second taps into Discord’s highly active US user base in a taco-distributing day of fun.

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Discussion Questions:

  1. Wht is a “stunt” as it relates to marketing?
  2. What is publicity?
  3. Based on information from this story, describe Taco Bell’s National Taco Day stunt.
  4. How might a marketing stunt like this generate publicity for Taco Bell?
  5. How might Taco Bell benefit from the publicity?
  6. What is promotion?
  7. Why do you think brands like Taco Bell create promotions around “holidays” like National Taco Day?
  8. What is consumer engagement?
  9. How might this promotion help Taco Bell to boost levels of consumer engagement?
  10. If you were a brand competing with Taco Bell, what type of promotion might you create for National Taco Day? How might it help increase both consumer engagement and sales? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.