The #RecognizePotential Campaign Encourages Teens to Graduate
Katherine Pendrill — March 10, 2016 — Marketing
References: recognize-potential.org & tacobellfoundation.org
This past summer, Taco Bell launched a social media campaign called '#RecognizePotential' that aimed to inspire the next generation of leaders. Teens make up a significant portion of Taco Bell's customer base, therefore this campaign aimed to engage teens by supporting them in a common goal.
The cornerstone of the #RecognizePotential campaign was the idea that a teen's potential is wasted when they don't graduate from high school. In order to remedy the problem, Taco Bell called on teens across the country to share and celebrate their potential via social media. In addition to raising awareness online, Taco Bell also celebrated National Graduation Day by giving away free tacos to high school graduates. The final aspect of the campaign was a competition, whereby teens were asked to share their stories in order to be features in a virtual yearbook shown on billboards in New York City's Times Square.
The comprehensive campaign demonstrates how brands can engage with teens both online and offline by supporting them in a specific goal such as receiving their high school diploma.
The cornerstone of the #RecognizePotential campaign was the idea that a teen's potential is wasted when they don't graduate from high school. In order to remedy the problem, Taco Bell called on teens across the country to share and celebrate their potential via social media. In addition to raising awareness online, Taco Bell also celebrated National Graduation Day by giving away free tacos to high school graduates. The final aspect of the campaign was a competition, whereby teens were asked to share their stories in order to be features in a virtual yearbook shown on billboards in New York City's Times Square.
The comprehensive campaign demonstrates how brands can engage with teens both online and offline by supporting them in a specific goal such as receiving their high school diploma.
Trend Themes
1. Teen Empowerment Movements - Brands can leverage social media campaigns and offline activations to inspire and support teens in achieving their goals, such as graduating from high school.
2. Digital Advocacy Initiatives - Utilizing social media platforms and online competitions, brands can raise awareness and encourage teens to share their stories, amplifying their messages and promoting positive change.
3. Virtual Yearbook Experiences - Creating interactive digital yearbooks, showcased on billboards in prominent locations, allows brands to provide recognition and celebrate the achievements of the younger generation.
Industry Implications
1. Fast Food - Fast food chains can participate in educational campaigns to engage their teen customer base and foster social contribution, contributing to positive brand associations.
2. Education - Educational institutions and organizations can collaborate with brands to promote the importance of high school graduation and create partnerships that empower students to fulfill their potential.
3. Advertising & Marketing - Advertising agencies and marketing firms can develop innovative strategies that combine online social media campaigns, offline activations, and digital experiences to engage with younger demographics and drive impactful campaigns.
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