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Taco Bell Throws a Tweet-Off for New 'Doritos Locos' Taco

  |  February 24, 2012   |  Comments

Offers @TacoBellTruck visit to user with the most retweets.

taco-bell-doritos-finalA just-ended contest from Taco Bell asked Twitter users to compose a tweet with the hashtags #DoritosLocosTacos and #Contest.

The Doritos Locos Tacos Hometown Tweet-Off ran from February 16 to 20. It promoted the Doritos Locos taco, which comes in a shell made from Nacho Cheese Doritos Chips and will debut on March 8. The Twitter user whose aptly hashtagged tweet is retweeted the most times wins a hometown visit from the Taco Bell Truck for an early taste.

According to its Twitter profile, the Taco Bell Truck drives around the country handing out free tacos. Tressie Lieberman, director of digital marketing for Taco Bell, says it first started touring in 2009. @TacoBellTruck has 14,000 followers.

Taco Bell used Twitter because the majority of social conversations around Taco Bell happen on Twitter. "We want to join those conversations and engage with our consumers where they are already talking," Lieberman said.

While Lieberman declined to provide the number of participants, according to Twitter, Doritos Locos Tacos have caught the attention of such notable users as Leigh Anne Tuohy, whose life story was featured in the Oscar-winning film The Blind Side; Playboy's Miss July 2008, Laura Croft; food blog @Foodimentary; Chicago-area website @Chicagoist; and a number of Twitter employees.

Hometowns mentioned in #DoritosLocosTacos tweets include: Baton Rouge, La.; Huntington, W. Va.; Hamilton, Ohio; Ledyard, Conn.; Detroit; Rochester, N.Y.; Eugene, Ore.; Sioux Falls, S.D.; Philadelphia; and New York.

Taco Bell required the use of #Contest to enter so that retweeting users knew that they were supporting a contest, she adds.

Taco Bell is in the process of verifying the winning city and, as of late Tuesday, said it will name a winner in a few days.

This is not the first time Taco Bell has teamed up with a Frito-Lay brand. According to Lieberman, Taco Bell includes a bag of Doritos chips in its $2 Meal Deals and also features Flamin' Hot Fritos in its Beefy Crunch Burrito.

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Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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