The Challenge 

Generate buzz and increase downloads of American Greetings app, justWink, which launched the world’s first socially shareable taco emoji as a response to the social mediastorm about the missing emoji on Apple’s new text keyboard.

The Big Idea

Create, design and produce an impactful and interactive taco food truck promotion around the launch of Apple’s iWatch at three of their main stores in NY – Fifth Avenue, SoHo and Meatpacking District and incentivizing people to download the justWINK app. 

How We Did It 

  • Identified three high-traffic locations in New York City near Apple Stores – Fifth Avenue, SoHo and the Meatpacking District for the #ItsTacoTime Food Truck activation
  • Wrapped and secured a popular taco truck in New York City
  • Distributed free tacos served in branded justWink taco boats and napkins to guests who downloaded the app
  • Brand Ambassadors distributed iWatch instructions and square greeting cards from American Greetings
  • Social sharing encouraged through pictures and posts using the #ItsTacoTime hashtag
  • Chance to win $400 Apple gift cards, redeemable for a brand new iWatch