Taco Cabana wanted a unique grassroots PR campaign to increase social engagement and produce user-generated content while also staying true to the brand’s light-hearted persona and community outreach initiatives.
SPM created a social-driven campaign called #RandomActsofTacos giving away free breakfast tacos while tying to the national holiday, Random Acts of Kindness day. Street teams in five key markets randomly gave out free breakfast tacos in high foot traffic areas. In Taco Cabana’s hometown of San Antonio, SPM partnered with Uber (the first partnership of its kind in the market) to allow users to request free breakfast tacos. The act of kindness triggered organic social content across various channels and provided the brand with user-generated content to publish on its own social channels.
The SPM team lead the entire activation from media food drops to partnership negotiation, resulting in more than 7 million broadcast, print and online impressions. The added social sharing component pushed impressions to more than 43 million and Taco Cabana plans to continue the activation noting that it was the most successful promotion to-date.