The Taco Bell Foundation cashed in on the social media influence of Irvine-based sponsor Taco Bell Corp. to launch its first marketing campaign—Recognize Potential.
The foundation, since its 1992 inception, would “show up in restaurants for a fundraiser and sort of go back to continuing the good work,” which included helping teens “take that first step of getting their high school diploma, because then, the world is their oyster,” said Director of Public Affairs Amy Kavanaugh.
Specifically, the foundation gives away scholarships and supports local teen programs, including the Boys and Girls Clubs of America.
“The Recognize Potential campaign sort of culminates this vision, but moreover draws a spotlight to it and gets people talking about it across all of our channels—in our restaurants and online,” Kavanaugh said.
The social media part of the effort had more than 1 million views on Taco Bell’s Twitter account and tens of thousands of tags on its Instagram profile within a couple of days after the launch. The campaign also promoted “National Graduation Day,” which was on June 6, giving away a Doritos Locos Taco to every graduating high school senior.
Each participating Taco Bell restaurant set a goal to collect $1,000 in the $5 million campaign. Donations, however, weren’t the primary focus, but to “get people to understand what we’ve been committed to for decades,” Kavanaugh said. “And we want their help. We have to do it together.”
Deutsch LA, Taco Bell’s advertising agency of record, created all of the promotional materials.
“We were very grateful that Deutsch offered to do this pro bono, and they’ve put some brilliant minds on this,” she said. “And their partnership also enabled us to get that closer voice to the brand,” meaning having marketing power that’s more in line with the restaurant chain.
Barby Siegel, chief executive of public relations firm Zeno Group, “dedicates a lot of time and energy” to the foundation’s board of directors, Kavanaugh said, as does Walter Smith, Deutsch L.A.’s executive vice president and global account director.
Ten on the Move
Ten: The Enthusiast Network LLC moved into new digs in Santa Ana this month that are big enough to accommodate more than 250 workers.
The 61,000-square-foot space at 1821 E. Dyer Road features open work spaces, automotive- and outdoor-inspired murals, and a state-of-the-art tech center. Ten’s portfolio of publications includes Motor Trend, Automobile and Hot Rod. It employs 700 staff at offices in New York, Detroit, Carlsbad, Irvine and El Segundo.
Its San Clemente subsidiary, Ten: Action/Outdoor Group, is home to action- and adventure-sports magazines, including Transworld SKATEboarding, Surfing and Powder, and websites such as GrindTV.
Hotel Hype
Hilton Anaheim kicked off its “Random Acts of Summer” marketing campaign that promotes savings on Southern California attractions, including Los Angeles Angels of Anaheim games, Legoland in Carlsbad, Universal Studios Hollywood in Universal City, Vans Skate Park at the Outlets of Orange, Mission San Juan in San Juan Capistrano, Medieval Times and Knott’s Berry Farm in Buena Park.
“Our goal is to enhance our guest experience, inside and outside of the hotel,” Matt Kovac, Hilton’s director of sales and marketing, said in a statement. “By creating a (room) package with robust inclusions … we think we have done just that.”
The hotel is part of Hilton Hotels & Resorts, one of 12 brands of Hilton Worldwide.
Bits & Pieces
Morgan Marketing and Public Relations in Irvine hired Brenna O’Leary to the position of senior account executive. … Apex Parks Group in Aliso Viejo renamed its Mountasia Family Fun Center in Houston to Boomers!, the first location for the brand in Texas. … Brea Mall plans to host the Style Festival on June 20 together with the Refinery29 fashion-focused website. … Yamaha Corporation of America in Buena Park appointed Roger Eaton as the company’s chief marketing director.
