With every big product launch comes a pre-launch. We knew the DLT was hugely anticipated, so we did what great brands do best. We let the truly loyal fans get theirs first with the Doritos Locos Taco Amazon Pre-Order.
Those who pre-ordered the taco were sent a gift card allowing them to skip ahead in line, effectively giving them a more VIP experience in-store.
The Doritos Locos Taco launch was massively popular and the response from Taco Bell fans was incredible. They began making tons of unique content about the taco. And Taco Bell wanted to reward them for it.
So, we decided the best way to reward them was by giving them the chance to cash in their YouTube hits for actual Doritos Locos Tacos.
For the first time ever, YouTube views actually meant something.
People could use a "views to tacos" exchange program to calculate how many tacos they'd earned based on the amount of views their video currently had.
And when they cashed in their views, they were sent this gift card good for the amount of DLTs they'd earned.