Taco Bell uses social media to engage consumers around marketing stunts targeting its millennial and Gen Z segments. For example, it has hosted Airbnb sleepovers in its restaurants and once erected a billboard that dispensed hot nacho cheese. Recently, Taco Bell created a slidethru window through which 125 snow-tubers and Taco Bell fans bused to a resort outside Toronto could reach out and grab a Cheetos Crunchwrap Slider in a to-go bag as they tubed past. The goal was to generate social media engagement that would raise awareness of the return of the Cheetos Crunchwrap Slider. Fans ordered their food at the top of the hill. The food was prepared in a kitchen and taken to the booth below by snowmobile.

The snow tubers were then given a Taco Bell–branded tube to slide by and grab their food before heading to the lounge to enjoy the meal. How can Taco Bell’s marketers evaluate the success of this promotion event?

(AACSB: Written and Oral Communication; Information Technology; Reflective Thinking)