Taco Bell: Emoji Engine

The idea to celebrate the taco emoji release and get users to engage with the fast food taco restaurant was simple: one taco emoji = 1,295 reasons to tweet @TacoBell.
Working with agency Deutsch LA, Taco Bell’s goal was to make sure every single emoji – all flags, all iOS exclusive emojis, and even emojis that have existed since 1991 – have a response.

Our team built a ‘Taco Emoji Engine’ directly into Twitter. No apps to download, no extra websites to visit – all a user needed was an emoji keyboard and a Twitter account.

The Taco Emoji Engine took four weeks planning and nine weeks of asset production. To make all 1,295 pieces of custom content, the team partnered with 77 artists around the world to create GIFs, pictures, illustrations, music, products, and more.