Taco Bell is taking a stab at being the “Willy Wonka” of fast food with a campaign that launched last week. Anyone who finds one of 11 specific $1 bills can win “a lifetime of free Taco Bell.” Winning dollars were released in Los Angeles, Chicago, Nashville, Detroit, San Diego, Las Vegas, Seattle, Raleigh, North Carolina, Miami, New York and Richmond, Virginia. The brand plans to measure engagement on social media channels like Twitter, Facebook and Instagram.

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What do you predict the outcome of this campaign will be? With more and more social media marketing campaigns like this and the ALS Ice Bucket Challenge appearing, what other unique ways can brands generate buzz in a productive way? #MarsTalk