This document outlines a social media marketing campaign for Taco Bell to launch a new "ultimate entrée" created by fans. It will involve fans submitting and voting on ingredient combinations for tacos, burritos, or quesadillas on Facebook, Twitter using #tbellultimateentree, and a new feature on the Taco Bell app allowing users to build their own. The campaign aims to engage Taco Bell's target 16-24 year old audience over 21 days with a $5,000 internet marketing budget focused in the US and Canada.

3. Target Audience
16-24 year olds
***Due in part to the fact that they aren’t particular about their grade of ground beef
consumption

5. Social Media-
Facebook
•Fans will submit the ingredients
that they feel will make the next
“ultimate quesadilla” or “ultimate
burrito” or “ultimate taco.”
• Fans can even take the initiative
to go to a taco bell, special order
this new “ultimate” entrée and
submit videos and pictures of what
they have created
• Other fans can then comment on
what they think of these new
inventions. Finalists will be chosen
and fans will vote in the new menu
option!

6. Social Media - Twitter
•The hashtag used for video, picture, or ingredient submissions will be
#tbellultimateentree
•Will be very similar to Facebook Social Media campaign where consumers can upload photo or video
ideas
•Fans will be able to vote on either facebook or twitter. Both medias will
be compiled to help with the new entrée selection.

8. Mobile Marketing
• For this competition a new
feature on the app will be “The
Taco Bell Ultimate Entrée.”
•Under this tab consumers will be
presented with all the ingredients
that already exist on the taco bell
menu. Consumers can pick and
choose the different ingredient to
make an “ultimate”
taco/quesadilla/burrito.

10. Internet Marketing
• Target audience is relatively young
and will most likely be using social
media like twitter, facebook, and
the mobile app
• 21 day campaign
• Create internet ads on the google
page to help gain consumers
attention
• Help direct them toward helping
out in the competition.
• Budget: Targeting mainly United
States and Canada Region
• $5,000 Budget over 21 day period