Launch Film
Campaign Case Study
The Propaganda
We kicked off the campaign by generating propaganda from the Routine Republic. This came in the form of fly posters in LA and NYC that drove to a small microsite that hosted their video manifesto.
The Influencers
To socially jumpstart the movement Breakfast Defector Kits were sent to Influencers. And the influencers shared with their followers.
The Site
BreakfastDefectors.com gave weekly missions for social defectors to help grow the movement.
The Testimonials
After the launch we used multiple testimonials of real people who defected from their old breakfast to Taco Bell's.
