In a day where branded content often is still synonymous with digital product placement, a select few brands are pushing the envelope and exploring new mediums and distribution models that redefine what it means to be a brand content creator. Web series, connected television programming and even full feature length films become the very entertainment content consumers seek, breaking through the walls of the boxes and rectangles of advertising units typically reserved for brands. This takes the brands to new places they never before had permission to go, making them woven in, not just stiched on, to the very fabric of popular culture.

We released 1,000 Breakfast Phones to our loudest fans and influencers.

With each call from our Breakfast Phones, fans got a new mission and a new reason to fill Twitter and Instagram with their love for Taco Bell Breakfast.

Each call was a chance to win one of the 10 epic prizes we created exclusively for them. Or even to win free Taco Bell for an entire year.

In the end, 1,000 out-of-date, obsolete cell phones had the entire Internet drooling for Waffle Tacos, AM Crunchwraps and Cinnabon Delights.

We earned 3 Billion impressions in a single week without the aid of paid media.

Breakfast phone missions alone generated 178M+ social Impressions

Massive audience growth (estimated +150K new members)

o Tumblr: 26.5K new followers

o Twitter: 66K new followers

o Instagram: 43K new followers

o Facebook: 15K new fans

• YouTube: 9K new subscribers