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Nation’s Restaurant News also gathered social media data around Taco Bell’s breakfast launch by conducting a campaign study with Sprinklr, the social analytics provider that powers the NRN Social 200.

Using breakfast-related terms and Taco Bell’s brand name — as well as “Ronald McDonald” as a search term to pull in data for Taco Bell’s first breakfast campaign commercial — and scraping engagement data from Facebook, Twitter, YouTube, Instagram and other platforms, Sprinklr found that Taco Bell’s breakfast message reached far and wide across social media.

Sprinklr calculated an amplification of Taco Bell’s message of more than 439,000 percent across social media, which indicates how much larger the sharing of Taco Bell’s breakfast-related content by fans and followers was than just via the brand posting about its new menu.

Taco Bell generated 33,463 brand impressions from its posts related to breakfast from March 20 through April 17, but the total marketplace of people talking about Taco Bell breakfast or sharing such content yielded nearly 147 million impressions, Sprinklr found.

The majority of Taco Bell’s engagement around breakfast occurred on Facebook, and, interestingly, the chain itself produced only the third most-engaged social media post about its breakfast. The post with the most fan actions — meaning likes, comments, shares, retweets, etc. — came from competitor Jack in the Box, which wrote on its Facebook page April 2:



That post produced more than 18,000 total actions, including more than 17,400 likes, more than 500 comments and more than 560 shares.

Next came a post from The Today Show’s Facebook page, which garnered nearly 5,800 actions, the day after Taco Bell launched breakfast:

The Irvine, Calif.-based brand did produce its own highly engaging post on YouTube, which received 4,934 fan actions by sharing Taco Bell’s first TV commercial for breakfast, called “Ronald McDonald.” In that video, real men who share the name of McDonald’s mascot are filmed saying how much they like Taco Bell breakfast items like the A.M. Crunchwrap. The YouTube video has been viewed more than 2.6 million times, a separate measure from Sprinklr’s count of fan actions.

The brand also had the most-engaged content about its breakfast on Twitter and Instagram. On the Google+ social platform, tech website Mashable had the top post about Taco Bell breakfast with its review of the menu items.

Contact Mark Brandau at mark.brandau@penton.com.
Follow him on Twitter: @Mark_from_NRN