For it’s latest campaign Taco Bell has imagined a George Orwell style dystopia ruled by a clown-esc Big Brother.
The campaign is designed to encourage customers to break free of the “sameness” of their familiar McDonalds breakfast foods. To promote this campaign, Taco Bell has created a series of TV and print pieces that lead customers back to Taco Bell’s breakfast defection microsite. BreakfastDefectors.com is users’ home base for all things breakfast rebellion. Once on the site, users are encouraged to take part in weekly challenges for prizes. Challenges generally involve creating pro-defector imagery and sharing it with other potential defectors using the hashtag #breakfastdefects. Users can also spread the breakfast revolution by sharing pre-created gifs and imagery via social media. The inherent nature of this campaign creates a fun tongue-and-cheek breakfast subculture. And what better way to rally the troops then to provide a digital home base to spread the word.