Taco Bell is heralding its new Cool Ranch Doritos Locos Tacos in a very 2013 way: With a Vine.
The fast food chain on Wednesday released the following Vine to get the word out about the item, which will be available on March 7.
It's out of the bag. Coming March 7th. #CoolRanchDLT vine.co/v/bvlaYggdIiU— TACO BELL (@TacoBell) February 13, 2013
The release follows the successful launch of Doritos Locos Tacos last year. Taco Bell claims it has sold more than 350 million Doritos Locos Tacos and fans have been clamoring for a sequel. In addition to the Vine, Taco Bell plans to support Cool Ranch Doritos Locos Tacos with its largest marketing campaign in history.
Taco Bell's experimentation with Vine (with the aid of digital ad firm Digitas) comes after the chain dabbled in other forms of digital media, including QR codes. Since Twitter introduced Vine last month, many brands have experimented with the format, including GE, Gap, Urban Outfitters and candy maker Red Vines.